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In a session at the British Science Association's Science Communication Conference 2012, Sarah Castell and Jayesh Navin Shah presented an in-depth look at the Public Attitudes to Science (PAS) 2011 segments.
The presentation was followed by a workshop where delegates explored how they could get a particular segment to engage with their work as science communicators.
Ipsos MORI conducted the PAS 2011 study on behalf of the Department for Business, Innovation and Skills (BIS).
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