The following are the reports released by Humane League Labs since its inception in 2013. We are currently engaged in two large projects titled Individual Outreach Field Experiment and Multivariate Study of Online Engagement, results of which will also be reported on this page.
Collaboration with colleges and universities may be a promising opportunity for collecting data on what foods people buy. This data could support research in animal advocacy and other fields seeking to change diet, including reducing the purchase and consumption of animal products. To help build these collaborations, information about the dining services at 66 campuses in the United States was collected. Using this information, we tried to identify campuses which were likely to have detailed information on the food students buy and be willing to collaborate with researchers. We identified three such campuses and 25 campuses that likely do not meet those criteria. Researchers should consider collaborating with the identified campuses, searching for additional campuses as well as alternative research methods that do not require such detailed information.
We consider the self-reported dietary measurement instruments currently recommended for animal advocacy research and possible alternatives to using these instruments. Reviewing the biases associated with self-reporting and comparing these self-reports with direct biochemical measurements of diet, we conclude the animal advocacy research community should strive for more accurate measurements of diet change and move away from self-reported measurements. Having identified this problem, we provide an overview of current and developing alternative measurements of diet change. First, we review commercial sources of food purchasing data. Second, we consider efforts to collect data with retailers and institutions through relationship-building with those organizations. Third, we consider predictive biomarkers as a developing alternative for directly measuring the diets of individuals. Finally, we relate the needs of animal advocacy researchers to the broader issues of measuring and understanding the food system.
This document presents a reanalysis of the data and the conclusions reported by the study E005R04 below. Using regression analysis of the provided data, our reanalysis finds that photos of sick or injured animals, large groups of animals, pigs, and mother and baby animals are most likely to increase self-reported desire to stop consuming animal products. However, in the course of our reanalysis, we found the provided data likely represents only a subset of all respondents to the survey. As this may impart significant bias, substantial uncertainty is warranted around these conclusions.
The study compared the reactions of survey respondents to 30 different photographs of farmed animals. For links to the raw data and supplementary information, please see the accompanying blog post. Also, see the reanalysis report above which revises the conclusions reached here.
This report synthesizes our knowledge of the survey methods used for Humane League Labs study E005. While this study used a single survey instrument, it was comprised of five relatively distinct parts examining a range of topics in animal advocacy, including the effects of different messaging strategies, reactions to photos of farm animals and interest in vegan meals. Prior to this report, each part of the study was described separately and the full survey instrument was not clearly described. This report serves to describe the survey instrument, its administration and the data collection to the best of our knowledge. By consolidating this information, the report aims to facilitate a more thorough understanding of this study.
This report describes a reanalysis of the data and a reassessment of the methodology and the conclusions presented in an earlier report (see below) on a comparative study of different messages requesting dietary changes away from animal products. The conclusions reached in this reanalysis report supersede those in the report below.
This study sought to compare the self-reported change in diet among survey respondents who received one of four messages: "eat vegan," "eat vegetarian," "eat less meat," and "cut out or cut back on meat." For communication materials used in the study and links to the raw data, see the accompanying blog post. Also, see the reanalysis report above which revises the conclusions reached here.
This report describes a reanalysis of the data reported in the blog post below on the relative effectiveness of two leaflets. The conclusions reached in this reanalysis report supersede those in the report below.
This blog post reported on a comparative study of two leaflets based on self-reported changes in the diets of respondents.
This study compared respondents' self-report dietary changes in response to three different messages: cruel treatment of animals on farms, the rights of animals and moral consistency, and the environmental impacts of animal products. For links to the raw data and the full context of the study, please see the accompanying blog post.
We are currently conducting a review of this work in accordance with our commitments made in 2016. Once completed, the results of our reanalysis will be reported on this page.
This study compares the appeal to omnivores of various categories of food with the objective of ascertaining the most effective photographs for promoting vegan food. For links to the raw data used in the study, please see the accompanying blog post.
Based on an online survey conducted in 2014, this reports on the effectiveness of different types of cover photos in motivating people to read a pro-vegetarian leaflet. For more detail on the context and a link to the raw data, see the accompanying blog post.
This blog post reports on a comparative study of the impact of various elements of a pro-vegetarian leaflet (cruelty vs. health, chickens vs. all animals, why vs. how). See the blog post for links to the raw data and the communication materials used for the study.
This reports on the demographic and diet change patterns of vegans, vegetarians, semi-vegetarians, and omnivores based on the largest survey of its kind when it was carried out in 2014. For links to the survey questionnaire and the raw data, see the accompanying blog post.
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