Hi Rach
What a fantastic idea! I'll certainly take part if you want me to
I'm combining my science and marketing head and have come up with some thoughts that might be worth thinking about.
OK, if it was me designing this case study/research I would want to make sure I have a diverse enough group to take data from. The categories you have choosen sound fantastic and will hopefully show some interesting differences, but I would also make sure you have a good spread male/female, ages, backgrounds and even things like location should be spread (if you think how diverse language is accross area's, if you take everyone from the NorthWest you can't really generalise your results to the rest of the UK). This might be hard for some of the groups such as farriery, being a majority male industry, but if you can find some female farriers any findings you get about the group could be more reliably put down to the insustrial attitudes of the job, rather than simply a 'male' trait, if you see what I meen - it just makes your results a bit more credible if you decided to put the result out into the public domain.
I guess you won't be using the same horse in your film? If not, you need to take into account things like people like different colours of horses and may attribute more positive emotions to certain colours, this also goes for breed, build - everything really. Also, I would try to be consistant with the shot of the horse - don't have a close up of one horse and then a distant shot of another because it could effect any results.
When designing your questionnaire, be careful with things like language use and use of questions. For example, whereever possible don't use description words that are specific to one area. Also, the best questions for amount of information you gain are open questions, where you allow people to put their own views in and write what they like, but this information can be very difficult to analyse becasue it is so diverse, therefore I'd try to use multiple choice questions. But, when using multiple choice questions, be careful not to limit people too much in what they can select.
Gosh, I could go on forever...I'm hoping to pop over to see you guys this weekend (if you are around that is), if you want me to waffle on some more then I will do
See you soon
Mx