Environment Agency – Nitrate Vulnerable Zones Advice Campaign Evaluation
The Nitrate Vulnerable Zones Advice Campaign, managed by Natural England and the Environment Agency on behalf of Defra, is a national package of advice, information and support for farmers preparing for new regulations.
Enventure was commissioned to conduct a post campaign evaluation specifically focusing on the evaluation of a helpline and national farmer and advisor advice events.
The focus of the research was to assess the performance of the helpline and national events against key performance indicators, with a focus on the quality, relevance and effectiveness of the advice given.
Three elements were identified for evaluation, to gain validity and depth in the research findings, a combination of qualitative and quantitative methodologies were used. A telephone survey was conducted with 101 farmers and advisors who contacted the helpline, 20 in-depth telephone interviews were conducted with advisors and farmers and an analysis was undertaken of over 2000 feedback forms returned regarding the advice events.
The research findings and resultant recommendations were used to develop future advice campaigns and to improve the existing campaign.