Tracking societal values. Qualitative research as a basis for governmental marketing

Jochum Stienstra and Gerard Bartels

Ever more frequently, governments use marketing techniques in order to influence public opinion and public behaviour.

Tracking Societal Values

Qualitative Research as a Basis for Governmental Marketing

Jochum StienstraJochum Stienstra is Director, Ferro Communication- and marketing research, Netherlands

Gerard BartelsMinistry of Public Housing, Urbanism and Environment, Netherlands

FUTURE THINKING!

In the 1970s and 1980s, thinking on the environment in the Netherlands quickly developed from being the concern of a few to a major issue. As a consequence it became a serious subject of policymaking for the government. The echoes of the first report of the Club of Rome (Limits to Growth) published in the early 1970s were still very loud. The government had made...

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