Originally written for the Torchbox blog.
I led qualitative research with twenty people across the full spectrum of Amnesty engagement: long-standing volunteers, casual supporters, educators and people involved with other organisations.
The findings shaped the platform we designed and built. They also surfaced patterns that matter well beyond Amnesty. The gap between behaviour and identity. The quieter activism that's easy to overlook. What gets in the way of acting on something you care about.