Quantitative Public Research and Testing (Narrative Team)

  • Animal Think Tank
  • Hybrid (Lancaster, UK)
  • Jun 06, 2024
Full time Research

Job Description

Role Purpose

To aid the development of more persuasive and strategic communications and campaigns, by conducting quantitative public research and testing, in order to further social and political change for Animal Freedom in the UK.

About the Role

This is a key role that will be contributing to Animal Think Tank's long-term narrative research project. The role will be focused on determining the values, messages, frames, and narratives that will most persuade the general public to support Animal Freedom, and to develop strategic communication tools that can be used by the Animal Freedom movement.

About the narrative research project

We believe that a big part of social and political change is narrative change - helping to change the dominant cultural narratives we're surrounded by. We're inspired by other freedom movements and campaigns that have successfully changed dominant narratives to help bring about real-world change, such as the Freedom to Marry campaign, which helped win marriage equality in all 50 US states in just 12 years. We also believe that for this research project to be successful, we need to collaborate with as many different groups and organisations within the Animal Freedom movement as possible, to share our research, knowledge and insights, and learn from each other.

Initial objectives and key results

The role's initial 12-month objective will be to help provide empirical research around public perception of Animal Freedom, our relationship with other animals, and the effects of how these can be framed. This will help to create more effective communication tools that can be used by the wider Animal Freedom movement.

Key result 1:

Determine key leverage points and obstacles to greater public support of Animal Freedom.
What are the helpful assumptions, beliefs and values the public already holds about other animals and our relationship with them that we can platform, and what are the harmful assumptions, beliefs and values that we need to be aware of, reframe, or avoid activating? (i.e. what promotes kinship and what promotes speciesism?)

Key result 2:

Determine the values, frames, metaphors and narratives that most move the public towards supporting Animal Freedom.
Using a mix of primarily quantitative and some qualitative testing methodologies (such as surveys, interviews and focus groups), you will help us understand the most effective narrative tools available.

Key result 3:

Determine how best to tailor communications to specific demographics and psychographics.
You will also help us understand what values, frames, metaphors and narratives resonate most with particular public segments, and how to communicate more persuasively with them through tailored communication, as well as determine if there are certain elements or narratives that resonate across a broad spectrum of segments.

Who we're looking for

  • You have experience in designing and conducting quantitative research methods.
  • You have experience in conducting quantitative data analysis.
  • You have an understanding of what makes good research design.
  • You're comfortable providing trainings/talks about our research to others in the movement.
  • You are knowledgeable about building psychographic segmentation.
  • You have an interest in strategic communications.
  • You can work well independently and as part of a team.
  • You're self-motivated and work off your own initiative.
  • You're detailed-oriented, as well as able to think 'big picture' and long-term.
  • You're passionate about Animal Freedom.

Role requirements

  • Because we want to find the right person, we're open to people working:
  • Short-term (minimum 12 months) or long-term.
  • Option of remote for working in the short-term (including occasional visits to Lancaster); office based if long-term


Priority will be given to applicants who can work full-time, long-term and office-based. If you're able to work with us full-time and long-term, we're ideally looking for someone who can be office-based in Lancaster for at least 3 days per week (with the hybrid option of working from home 2 days per week).

You should not apply to this role if:

  • You don't like to integrate feedback/ input from others
  • You would prefer not to work evenings on occasion (as this is when focus groups will be held)