As research of benefits and detriments of pesticides and biocides progresses, people's knowledge needs to be updated. This study takes an audience perspective on how practitioners may improve communication. Through online focus group discussions of how and why Danes acquire knowledge of pesticides and biocides, we find that focusing on improving people's knowledge structures, heuristics and self-efficacy may improve people's ability to acquire such knowledge and in turn improve their motivation. This paper provides suggestions for how practitioners may create more effective communication.