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Public Policy Case Studies
Client: A coalition of American manufacturing industries
Challenge
An extreme view of precaution espoused by activist groups in the United States
and Europe, the so-called "Precautionary Principle," suggests that
even the most remote possibility that a product or material could harm the
environment or human health is reason to ban such a product. This theory has
taken concrete form in recent years through threats of regulatory change and
public demand for voluntary withdrawals of certain products. If carried to the
extreme, such a mindset threatens to stall global commerce, limit consumer
choice, and slow technological progress. The challenge was to help industries
respond appropriately to counter unreasonable fears.
Approach
Exploratory research was used to understand how people form opinions and make
decisions about risks in their lives, how they perceive and are affected by
information about risk from various sources, and what they know about the
Precautionary Principle. This led to values-based studies to better understand
the emotional components of consumer behavior based on perceived risk. National
surveys were used to quantify the findings and help develop communication
messages to effectively present industry's side of the debate.
Findings
We discovered that top of mind awareness of the Precautionary Principle by name,
even among otherwise "informed" Americans, is low. People generally
trust the scientific process, but want to feel knowledgeable about risks in
order to make their own informed choices. They tend to reject the extreme
applications of precaution espoused by activist groups. When it comes down to
practical daily decisions, consumers balance costs and benefits, accepting some
level of risk in exchange for the conveniences of modern products and
technologies.
Strategic & Tactical Imperatives
We recommended to the industry coalition a comprehensive strategy for how they
should respond to and communicate about the public debate on this issue. In sum,
they need to speak out against abuse of the principle, build support for
rational, science-based risk assessment, educate companies within their own
industries, and develop a unified strategy within and across industries.
Client Success
Armed with an understanding of public opinion and consumer decision making
related to risk, these industries have a clear strategy for addressing this
complex issue. Our recommendations have been used in paid advertising, earned
media, speeches and media appearances by industry spokespersons, and
communications within the various industry associations that make up this
coalition.
Client: A global packaged goods company
Challenge
To assist our client in bringing its business and marketing practices more in
line with expectations for socially responsible conduct which exist in eleven
different countries on the Pacific rim.
Approach
We have conducted intensive attitudinal studies in eleven Pacific rim countries.
The research includes extensive in-depth interviews with the public as well as
senior decision makers in government, business and media. A cross-sectional
survey of the general population in each of the target countries provides the
basis for a segmentation analysis to identify key publics. Training of the local
senior management team within each country ties the data to strategic plans for
change and growth.
Findings
Attitudes along the Pacific Rim are beginning to focus on social responsibility
as a key aspect of defining corporate image. Those corporations who are well
thought of are those that people believe have returned profits to the local
community in a variety of ways. Acting in a socially responsible way builds
perceptual equity and helps protect corporations from negative attitudes even in
times of crisis.
Strategic & Tactical Imperatives
The most senior corporate managers in each country spent a total of five days in
training discussions internalizing the results from our research. Working
together with them, we have crafted country-specific strategic plans that focus
on key imperatives to action directed at improving corporate social
responsibility.
Client Success
Follow-up research in the first countries to start this work has uncovered a
noticeable improvement in some aspects of perceived corporate responsibility.
Understanding Attitudes and Behaviors of Americans with Disabilities
There are over 50 million Americans with disabilities. With a 10% compounded
annual growth rate, aggregate income of people with disabilities is projected to
be over $1 trillion in 2004. As baby boomers age, and as advances in medical
technology increase, this population will only continue to be more productive,
powerful and grow as a bona fide consumer segment.
Over the last 15 years, Harris Interactive has conducted breakthrough surveys
for, with and about people with disabilities. The studies have been conducted in
different ways, including not only the more traditional ones, such as mail,
in-person and telephone surveys, but also web-based surveys, in order to suit
the unique needs of people with disabilities. Many of these surveys have been
conducted for the National Organization on Disability (NOD) and are publicly
available.
With our database of respondents, our cutting-edge technology, and our strong
partnerships, we not only gather accurate data faster and more cost-effectively
–we conduct research never before possible. Using quantitative and qualitative
research, either traditional or Internet-based methods, we provide you with
insights and information you can bank on. Our clients can maximize our research
among Americans with disabilities to:
- Reveal their consumer preferences
- Test advertising messages targeted to this market
- Determine levels of brand loyalty
- Uncover where individuals with disabilities go to find information
- Make corporate policy decisions addressing the issues of people with
disabilities
- Maintain their competitive edge
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