Tapping the public mood – Attitudes to science

Ogilvy Illumination was engaged by Australia’s most influential scientific research organisation to understand and map the organisation’s brand and reputation in the community at large.

Community attitudes were surveyed through a combination of qualitative and quantitative research methods. Focus groups were conducyed across Australia and structured along socio-economic, regional and attitudinal segmentation patterns. The qualitative segment was followed by a large scale nationally representative survey of Australians.

The result – a report and accompanying presentation – set out the organisation’s perceived role, reputation and brand in the community. Ogilvy Illumination provided a detailed set of recommendations on how the organisation could revive and renew its reputation among the general public.v