Sustainable Food Laboratory

Findings from French TalkBack Research

This work by Cultural Logic builds on earlier research, including a fifteen-country project undertaken by Optem and supported by the King Baudouin Foundation. That work explored Europeans’ familiarity with such topics as sustainability and sustainable agriculture, as well as their understandings of who is interested in such topics and why, and who is responsible for acting on them.

In this work, researchers developed messages that have a demonstrated capacity to lead to new and better understanding. Researchers tackled the same challenge in the U.S. context previously. The central question going into the French context was whether the same explanatory messages that were most effective in the U.S. were also effective in the French context.

Read the Executive Summary

Read a summary of previous research

The chief methodology used in this project is what Cultural Logic calls "TalkBack" testing. Subjects are presented with an explanatory message and asked to pass along the message to another lay person. This methodology gives researchers information about what key concepts, ideas and terms have sticking power. Read more about the research methods.

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