• Aarushi

4. Primary Research - Stage 1

Updated: Feb 19


In order to gain insights on the lifestyle choices and sustainability awareness among the people of district meerut I used two research methods:

  1. Survey

  2. Group Discussion Observations


Survey

I used this method as surveys allow researchers to collect a large amount of data in a relatively short period. They helped me to collect information on a broad range of things, including personal facts, attitudes, past behaviours, and opinions (Genis, 1980).


I conducted the survey with 187 people (16 to 60 years of age) from the city of Meerut. The survey were majorly useful to identify the mindset, present actions and awareness among people on the topic of sustainability.


Survey questions and responses


Based on the responses received through the survey, I mapped out the keywords representing the mindsets, stereotypes and viewpoints of the participants. This activity helped me to look for pain points of the people and to identify opportunities.



Survey Responses Analysis



Group Discussion Observations


In contemplation to understand community connections and awareness I initiated random discussions in a comfortable setting with two groups of people, firstly, people from urban domestic spaces and secondly, the people of Ani Hila on the topic of climate emergency and urgency of informed collective sustainable actions.


Group Discussion is an effective tool in problem solving, decision making and personality assessment. It helps the participants to practice thinking about the discussion topic (Basnet, 2018).


Image reference: https://www.pace2race.com/


I took part in the discussions primarily as an observer. It helped me to get the real unbiased opinions of people on the issue which reflected their mindset and stereotypes. Observing their expressions, tone of voice and attitude while presenting their point helped me gather concrete information on their real understanding on the topic, the challenges that they are facing on their journey to follow a sustainable approach in day to day life and it presented me with the opportunities to inspire and motivate them to implement sustainable options in their life.


Reflection


These two methods helped me to have an overall understanding about people's choices and the various elements that build the entire community. I figured out that the methods did not help me to connect with people on a deep level and it did not give the participants enough time and space for me to ask further questions. The purpose of these two methods was to gain an overall understanding about the culture, lifestyle and connections in the community in order to help me map out the entire system and look for leverage points. And these two methods were very useful to accomplish those research goals.



References


Basnet, H., 2018. FOCUS GROUP DISCUSSION: A TOOL FOR QUALITATIVE INQUIRY. Researcher: A Research Journal of Culture and Society, 3(3), pp.81-88.


Genis, L., 1980. A survey can help. Music Educators Journal, 66(9), pp.48-49.


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