Opinion formers and Influencers - Soft Power

Objectives

• Explore perceptions of soft power across 60 nations
• Gather expert opinion from influential international stakeholders
• Build a robust and balanced global dataset across large and small markets
• Support the delivery of a credible, high-profile study for international presentation

Methodology

This was a multi-country research study using a hybrid approach that combined CATI interviews with digital self-completion as a back-up method. The mixed methodology provided flexibility for high-profile, time-poor respondents who were often difficult to reach by phone alone. RONIN worked closely with Brand Finance to support sample design, recruitment strategy, and fieldwork delivery across 71 countries and 20 languages.

The study targeted influential respondents across politics, NGOs, think tanks, academia, media, and business. Recruitment focused on individuals selected for their expertise and influence, with a structured quota system applied to ensure balanced representation across 71 international markets, including smaller nations.

Challenge

The brief was highly complex, requiring access to hard-to-reach experts across multiple sectors, markets, and languages. Many respondents were senior, highly selective, and not easily accessible through traditional phone-based recruitment alone. Ensuring balanced participation across both major and smaller countries added another layer of complexity to the sampling and fieldwork process.

How RONIN approached it

RONIN used a combination of traditional recruitment methods and targeted digital outreach through professional networks and social media to identify and engage suitable participants. To support delivery at scale, the CATI team trained language-specific interviewer groups and conducted detailed desk research, identifying more than 15,000 potential respondents. The hybrid fieldwork model provided the flexibility needed to reach high-level participants while maintaining consistency and quality across all markets.

Results

RONIN delivered all fieldwork on time and on budget, producing a rigorous and credible global dataset for one of the most comprehensive studies of soft power undertaken to date. The project provided Brand Finance with a robust expert-led evidence base, helping support high-profile international analysis and presentation at the Global Soft Power Summit.