So the task of measuring changes in attitudes across nations is about as intriguing and invigorating as it gets���a little like a bracing swim in a shark-infested sea. This lecture was given on behalf of the Academy as part of National ScienceWeek, 2006, and also in honour of the award of the Descartes Prize to the author and his research team. The Descartes Prize is awarded annually by the European Commission for ���excellence in collaborative scientific research' and this is the first time it has been won by a social science project.