We often talk about how we communicate with the 'general public'. But this is a homogenous definition that does not reflect the reality of different audiences. A 2011 study by Department for Business Innovation and Skills, on the degree of interest of the public in science-related debates, classifies the public as follows:
Worriers - 23%, with a lower average age than other groups. They tend to have a more religious or spiritual outlook on life and therefore have more positive views about the limits of science. This group supports the authorities' tendency to consult the public on science, but are not convinced that scientists would take their views into account.
Indifferences - 19%, generally older retired people. They neither have negative attitudes towards science nor are worried about it, but tend to believe that science does not concern them. Thus, they are less interested in engaging in public consultation.
Late Adopters - 18%, of relatively young age. This is the audience who didn't like science at school, but got excited about it later and would like to have a say in policy decisions about science. Their interest in science is motivated by moral or environmental issues, so they tend to be more involved in issues concerning Genetically Modified Organisms, climate change and the use of animals in experiments.
Confident Engagers - 14%, a well-educated audience. This group has the most positive attitude towards science and does not seem to be too alarmed about scientists or the relationship between government and science. Instead, they are concerned about the way the media reports scientific information and its influence on research and innovation policies.
Disengaged Sceptics - 13%, a less educated audience than the other groups. They feel less informed about science and find science overwhelming. They are among those most concerned about the speed of scientific advancement and therefore favour conservative approaches to science regulation that also take into account the views of the public.
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