Case Study: The Met Office improves weather forecast understanding with Claremont

The Met Office boosts forecast clarity with Claremont, with 84% of leisure users finding content well explained

The Met Office faced the challenge of ensuring its users could easily understand and interpret its weather forecasts, particularly on social media, as this public understanding is critical for building trust and encouraging safe, informed decisions. To address this, they partnered with vendor Claremont, who brought expertise in qualitative insight and behavioural theory.

Claremont, along with partner William Joseph, conducted research using behavioural science models and user testing with key audience segments. This led to the development of new, user-centric content that utilized everyday language and clear visual cues. The solution from Claremont was highly successful, with over 80% of tested users finding the new content well-explained and helpful for decision-making, significantly increasing their confidence in the forecast's accuracy.

The Met Office