The Listen to Europe Process

An Ever-Evolving Source of Knowledge

Listen to Europe is the source of knowledge on the attitudes of Europeans and their thoughts on the most important issues of our time. The Listen to Europe Process is very inclusive where we work together with local, regional, and pan-European civil society organisations, associations, and institutions to build strategic communications capacity. We invite you and your organisation to explore the data and join us if you want to be part of the Listen to Europe process and help shape a positive future for Europe.

LTE x Civil Society 

At the European Movement International (EMI), we have, together with key partners in the field, developed a methodology aimed to positively reach, engage, and influence public attitudes at scale. More specifically, the evidence-based strategic communications approach is based on strategic framing, values-based message development, focus group and online message-testing, polling-based audience segmentation, media landscape mapping from social listening research, evidence-based audience building, and audience targeting. This attitudinal research will collectively allow us to understand how different audiences feel about the most important issues of our time; segment different audiences based on interest, values, frames, location, gender and age; and thus help us create compelling positive content and campaigns not only appealing to base audiences, but also to various persuadable middle audiences.

Focus Groups

The Listen to Europe Process includes focus groups in which we test content and campaigns from our partners within civil society before a middle audience within the project countries. We test visuals, language, messages, phrases, and campaigns.

The core value is learning how a key audience demographic feels about what they see, using their own voice and their own words. As such, they provide very valuable insights into understanding what works, but also why and how. Partners are invited to observe the Focus Groups.


The Listen to Europe Process also includes polling on the drivers of behaviours and attitudes of national citizens towards the most important issues of our time, related to democracy and authoritarianism.

Polling helps us understand how citizens feel about key societal issues, including what drives voters towards specific political parties, movements, and leaders. The data helps us understand what type of issues engage people, as well as what narratives and messages people find appealing and think are important. 

“By joining forces, civil society organisations can have huge, positive impacts on public narratives. The key is to strategically develop content and campaigns based on the data, that positively and intentionally engages more moderate and ambivalent audiences too. That way, we can build larger enthusiastic audiences.”

Christian Skrivervik – Head of Press & Communications, European Movement International

Social Media Listening

The Listen to Europe Process also includes social media listening which encompasses extensive research on how certain key issues are discussed online, which platforms are prevalent, and who is dominating (positively/negatively) those conversations.

This type of analysis helps inform the strategic communications of democratic actors by getting actionable digital insights. It also identifies counter-narratives, their engagement, and penetration.

Test Campaigning

The Listen to Europe Process also includes test campaigns at scale in which the objective is to test the research and data – in practice. The campaigns are unbranded, and aims is to optimise positive messages relating to key national issues that can motivate people to take positive action. 

The test campaigns are optimised based on the results from the focus groups, polling, and social media listening, and is a unique opportunity to amplify and optimise civil society’s messaging, digital content, and overall positive societal impact. Partners are invited to participate in the development of the digital content.

The goal is developing and implementing collective campaigns.

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