Public perceptions of science and medical research
In a modern economy, it is vital for market researchers to engage with science and the advances of biomedicine. Ipsos conducted the second wave of the Wellcome Trust Monitor in 2012. The aim of the project was to gauge the public’s understanding, perception and experience of science, focussing on biomedical topics. It also played a unique part in establishing trends in public attitudes over a significant period of time.
Our survey yielded fascinating results – only half of adults say they have heard of the term ‘human genome’ and more young people than adults believe that children have the right to be vaccinated against serious diseases, even if it overrides their parents’ preference (by 69% to 80%). It has raised important debates on who should be making decisions in healthcare, what the role of government is and public and private responsibility.
The infographics distill our findings into four simple factsheets, each examining a major cohort: Biomedical research, Engaging with science, Science education and Medical research and the public. The illustrated surveys allow us to deliver information in an accessible way and enables our clients to engage with the depth of the topic being depicted.
Designer's Note
by Tom Warren
How can we make the Wellcome Trust Monitor accessible to everyone while keeping in mind that the fascinating results don't always come across using a wordy document? The infographics are the perfect solution to allow the insights to sing out from the masses of research that goes into each wave.
I was lucky enough to attend the client meeting at the start of this project (every designer will say how invaluable this can be!) at the inspiring Wellcome Trust offices in Euston. Being able to converse with the client right from the off is essential for a seamless process. Straight away we nailed down the need for the infographics, and the potential for further print options, for handouts or posters at events, and also the requirement to cut the information up to tweet or email separate sections of the graphics.
Knowing all this I could lay the infographics out more thoughtfully. But more importantly perhaps, it meant the information was already broken down into distinct sections before it was supplied to me, assuring me that the message of each section had already been planned so that if it was presented apart from the rest it would still make sense. This made my part of the job so much easier and the entire process much more efficient.
In terms of the actual execution of the design I concentrated on branding the four topics to give them an individual look and feel with appropriate graphics to accompany each theme.
