The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.
Looking Under the Hood of Corporate Social Responsibility: A Nestle and BuzzBack Market Research Study
Speaker: Brendan Light, BuzzBack Market Research
Brendan states some research conducted in conjunction with Nestle that helps answer some of these ‘fuzzy’ questions.
‘ Does the effort resonate with consumers?
‘ Do we know how to communicate to consumers?
‘ Do consumers believe it?
‘ Which efforts work globally which works better locally?
The research was done across 3 markets: USA, UK, and Germany.
A big concern that came from the results is that more than 2/3 of people are disappointed with how companies are conducting business.
How should companies act in terms of CSR issues? It should be seen as voluntary for these companies, but just because it is voluntary now it doesn’t mean that in 20 years these CSR issues won’t be regulated in the future. The definition of CSR should not come from the marketers, but it should come from the consumers so it is important to have conversations with them.
Consumers in Germany view being a good employer as a big issue for CSR, whereas consumers in the USA think more externally and view broader issues as important CSR issues. BuzzBack used their patented eCollage system which allowed consumers and all respondents to pick images for analysis.
From the analysis, we learned that consumers are aware of CSR but their buying decision is not affected by CSR.
Brendan was able to share with us some insights from his presentation. Check out the clip below.
For those of you not at TMRE 2009, you can view the recent archived webinar recently presented by Buzzback that looks at this presentation.