Case Study

Project
Background

This study was commissioned by a global consultancy firm on behalf of one of the world’s biggest FMCG companies. The aim was to understand overall reputation of CSR (Corporate Social Responsibility) initiatives among senior managers in specific organisations, spread across 14 countries in 4 continents. 

Research
Objectives

The research was designed to investigate the FMCG giants’ reputation in relation to CSR among senior decision-makers in 3 key sectors: major media publications, specialist NGOs and senior officials from a mix of governmental and intergovernmental organisations.

Designed with qualitative outcomes in mind, the interview guide evolved into a mixed quant/qual piece of research with fixed trust indicators as well as more open segments meant to glean depth perceptions around specialist CSR issues.

Challenges faced
& Actions taken

Our recruitment efforts had to be staggered based on which markets would close for the festive period and which would not. Despite the challenge, in a few weeks in field we managed to recruit 142 senior-level participants, all individually reviewed and approved by our client.

We deployed a combination of targeted desk research, social platform campaigns and telephone recruitment to identify and contact relevant stakeholders in record time.