Analysing environmental opinion using highly customisable visualisation tools to understand citizens’ attitudes and barriers

Abstract

Knowledge of public opinion is key to understanding citizens' attitudes towards environmental policies. However, large polls and surveys generate complex datasets from which it is not always easy to draw conclusions. In addition, tailor-made solutions for analysing public opinion face the challenge of handling too many layers of information, which can easily lead to an overwhelming user experience and impair decision-making. Service design methodologies can support the design of ad hoc visualisation tools focused on user needs. We present Op-e-nion, a case study of a visualisation tool for the analysis of public opinion regarding environmental issues, aimed at administrations and public institutions. The involvement of experts from different fields allowed for the identification of the main metrics necessary to target the least engaged socio-demographic groups as well as the barriers that limited their environmental actions. Experts also highlighted useful aspects of the design process and the final prototype to help them define more effective campaigns and policies to address social challenges and promote citizen action. An innovative step was introduced in the methodology by involving non-state actors in the evaluation of the tool, ensuring problem detection and enhancing the sustainability of the final product. Important aspects for the visualisation of multi-categorical data included simplifying the interaction with the tool while prioritising relevant information, and using highly customizable visualisations to answer specific user requirements and changing needs (i.e. analytical vs. managerial tasks). Improved visualisations of public opinion data will, in turn, better support the development of policies shaped by citizens’ concerns.