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Alain Giguère

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ETHOS - Is your organization perceived to be socially responsible?

Categories: Food for thought

Posted on 11-23-10 at 2:45 p.m.

Results from the CROP Ethos program on Canadians’ expectations regarding corporate social responsibility

Our research and experience have profoundly convinced us that being seen as proactive in matters of social and environmental/ecological responsibility has become an extremely important asset for brands and businesses in this country. In contrast, the perceived greater-or-lesser degree of that good corporate citizenship can become a major liability on the market and in public opinion.

Social responsibility is increasingly integrated into the buying criteria of Canadian consumers. Presented with two offers that are technically equivalent in the needs they target, a growing number of Canadians in the marketplace choose the socially responsible brand and avoid the less socially responsible one if possible.

In fact, since 2005, we’ve witnessed a major increase in the number of Canadian consumers who tell us that they make efforts to reward the brands they consider socially responsible and punish the ones they consider to be otherwise. More than half of Canadians now say they “reward” (52%) or “punish” (57%) brands according to their social responsibility, percentages that ranked around 40% in 2005.

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By CROP

FOTO – CROP’s Monthly Omnibus Survey (Formerly CROP-express)

Categories:

Posted on 11-08-10 at 12:05 p.m.

Image for FOTO – CROP’s Monthly Omnibus Survey (Formerly CROP-express)

CROP’s monthly syndicated omnibus study has been running for many years, and from its inception we have ensured that this telephone survey of 1,000 completed interviews (respondents 18 years old and over) compiled with the highest standards of statistical inference and probabilistic representation (with maximum margins of error of 3% etc.).

In 2010, we altered the data collection method of this omnibus study to include online interviews conducted via panel samples from highly reliable firms with whom we regularly do business. The decision to switch methods was reached after some serious reflection, but more importantly, it was the result of a lengthy series of tests whose aim was to develop a rigorous methodology that guarantees high quality results.

With the passing of years, it had become increasingly difficult to realize the required quota of completed interviews within the timelines set for this type of telephone survey. Also contributing to the decision to resort to online polling via web panels for our monthly omnibus studies were the added costs generated by the necessity to fulfill quotas.

The online solution not only allows more flexibility, but also makes it possible to display certain visuals on screen, while it maximizes participant responses (when interviews are self-administered online, we tend to minimize socially desirable answers often found in interviewer-administered telephone interviews).

However, the use of web panels warrants greater caution and verification. CROP has developed a unique method of calibration of web panels (Please see the "White Paper" section of our blog for details) using the results from 4 annual phone surveys as well as a sociocultural/values weighting scheme.

Click here to learn more about FOTO

By CROP

The Rise of the Renaissance Man

Categories: Food for thought

Posted on 10-29-10 at 3:55 p.m.

A broad overview of the past 10 years in Canada reveals a jagged panorama of noteworthy events that have left a deep impression in the minds and imaginations of Canadians, weaving themselves into the fabric of our lives. The September 11th attacks, two recessions, climate change and job outsourcing via globalization lead a long and varied list of dramatic upheavals. Disillusion, division and cynicism are flooding the political scene at an unprecedented pace. Bad news seems to dominate our everyday reality, certainly in the public and media scenes.

The world seems increasingly chaotic. One might assume that such a turbulent era would spawn discouragement and despondency. Surprisingly, we’ve observed the exact opposite: our analyses all point to a resilient, opportunity-seeking, population – at least a burgeoning majority of it – filled with vitality, eager to adapt to the ever-changing world and driven to develop their potential to the fullest.

Our work reveals that over the years, the Canadian population has developed a unique capacity for resilience, transforming the potential threats encountered in their daily lives into opportunities for advancement.

In many ways, the current context leads us to believe that we are witnessing a revolution in the way Canadians view their lives, a movement we have labelled the Rise of a New Renaissance Man. This trend or phenomenon may not be universal, but there is no denying that it is currently driving and dividing people into separate camps. Reduced to its simplest expression, the catchphrase for these modern times has become: to adapt or not to adapt.

In analyzing the characteristics defining this leading trend in Canadian society today, as well as its various implications for marketing, branding, public policies, human resources, management and all other areas, we observe that the context that spawned the original Renaissance Man circa 1510 is being uncannily mirrored in Canadian society 500 years later – in 2010.

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By CROP

CROP poll on the political climate in Quebec

Categories: CROP in the news

Posted on 10-25-10 at 4:19 p.m.

CROP has unveiled the results of a survey on Quebec politics and has found a large appetite for change in Quebec.

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By CROP

The CROP Touchpoints Study - Mastering the communication mix

Categories: Food for thought

Posted on 09-30-10 at 3:58 p.m.

Image for The CROP Touchpoints Study - Mastering the communication mix

The question that we hear all of the time is, "what is the best communication mix to reach my target consumer segment and then engage with them?" To help provide answers, we surveyed Canadians on how much influence 18 different consumer touchpoints have on their brand selection decisions in 12 major categories (automobiles, luxury goods, home appliances, home improvement, financial services, apparel, pharmaceuticals, women's health & beauty care, men's care, food and home cleaning products). This is what we learned:

Word of mouth is the media channel for the 21st century

Friends and family have the most claimed influence over a person's purchase decisions.  The next biggest phenomenon is what is being referred to today as "earned and owned media". Professionals and specialists (note, not necessarily celebrities - scan down) endorsing brands are very powerful influencers as well as in-store experiences such as displays, demos, brochures etc.

Across all 12 categories we observed a surprising consistency in touchpoint selections. With a few distinctions, the averages to the left are representative of each individual category leading us to conclude that...

Media channels are people-driven and not category-driven

As was expected going into this study (for details, please consult our full article and appendix). Consumers are in the driver's seat and if they want to consult the same media to buy groceries as they do to buy a car, they have that prerogative and more importantly, they have the means.

Among traditional media, television is still a strong performer in 5th position followed by newspapers and magazines in 7th, 8th and 9th positions.

Brand websites are the incontestable online influencers when it comes to a consumer's top of mind recall. One in five consumers claim that they have a very strong influence over their decisions.

Social media and content sharing sites are not yet perceived as having much clout when it comes to influencing decisions. This shows that these new tools need to be integrated within more holistic strategies.

Consumer values and Touchpoints Influence

Beyond the information gathered on the touchpoints themselves, we asked consumers an abbreviated battery of questions from our consumer values study, our PANORAMA program (3SC), to further investigate consumer motivations and needs. Based on our discovery that media channels today are undeniably "people-driven", we were very happy that we had these deeper "people insights" to dive into. The graphic below re-arranges the touchpoints explained above according to a consumer values map and provides an interpretation of how users of these different touchpoints are distinct in their personal values and "hot-buttons".

Looking at the above map of consumer values, we learn how various touchpoints resound with different consumer types. For example, those who place high value on social status recognition will be more receptive to social media networks and new media, but also to television. People receptive to "packaged" communications like newspaper, radio and email communications are seeking authorities on a subject and are more likely to be looking to be told what to do. By contrast, autonomous consumers are most reliant on word of mouth, specialists and the in-store experience. Magazines have a unique position as they cater to people who feel that they are creative and live customized lifestyles.

Finally, our analysis reveals the most universal of consumer touchpoints at the center of the map: brand websites. Content available on brand websites is not only influential, trustworthy and a great resource for pre-purchase research, but it has the potential to have something for every type of consumer and as such we conclude that ...

Websites are the "Grand Central Stations" for all communication efforts

Armed with this multi-dimensional view of consumer touchpoints, you are well on your way to mastering the communication mix. We welcome your comments and ideas and will be happy to discuss ways in which to incorporate these insights within your communication strategies.

*The Touchpoint study is a North American study.  CROP handled the Canadian portion of the study while our New York-based partner CRM Metrix handled the US portion of the study.

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By CROP