Reputation Management & Social Issues
Positioning study
and advertising testing for an environmental NGO
Objective
To understand current political and conservation opinion landscape, and how to position our client’s organisation in India via concept testing of their advertising messages
What we did
4 focus groups (2 in Bangalore, 2 in Mumbai), and 10 in-depth interviews with business leaders, people who work in NGOs, academias, and governmental officials who are stakeholders in the conservation industry.
How we helped our client
By recruiting these stakeholders and gathering their opinions, we were able to understand the current opinions with regard to conservation as well as understand what was needed to be portrayed in their advertising messages for it to be successful in India.
Industry Reputation Study for Mining Company
Objective
Industry Reputation Study. To find out the opinions of stakeholders in the environmental, mining or energy field with regards to the copper industry
What we did
70 thirty-minute quantitative interviews with policy makers and influencers in the environmental, mining, and energy industry across various regions in China (Beijing, Jiangxi, Yunan, Hubei, Anhui, Shanxi, and Heilongjiang) which are heavy copper users.
How we helped
We gathered the opinions of these stakeholders from around the country to allow the client to understand the current opinion landscape of the reputation of the copper industry in China with regard to other similar industries, and identified key issues in the industry.
Awareness Research
for Seafood Sustainability NGO
Objective
To understand the opinion landscape on the issue of seafood consumption in Hong Kong and awareness of strategies and campaigns by NGOs on the topic, as well as a concept testing on upcoming campaign materials too
What we did
3 focus groups in Hong kong with one with predominantly wet market seafood consumers, one with predominantly supermarket seafood consumers and one with predominantly restaurant seafood consumers.
How we helped
We achieved better understanding of the local attitude towards seafood and its sustainability. We helped the client to understand what was needed to be communicated in the messages in order for it to be effective in Hong Kong.