One of the biggest hopes to fight Covid-19 is to find a treatment and even more so, the global effort to find a vaccination. However, this requires numerous clinical trials which also rely on volunteers who are willing to put themselves at risk and test possible treatments.

To understand people’s motivations and barriers to participate in such trials we asked a national representative sample of 1,023 of our panellists in the UK on behalf of Havas Lynx Faze and Day One Strategy.

The results showed that even though there is a certain amount of fear present amongst the population, there is also a high level of solidarity and a strong desire to help collectively fight the crisis which motivates people to take part in these trials. However, it revealed differences between men and women with 57% men being open to participating compared to 40% of women. Also the youngest and oldest generations are less open to take part than the generations in between.

If you want to learn more about the study and its findings you can read the full interview with Rosie Piction, co-founder of cultural insights consultancy Axis Mundi in which she reviews the findings from a cultural perspective.