Who Do We Think We Are - Ipsos MORI Presentation to Heads of Comms v04

7/31/2019 Who Do We Think We Are - Ipsos MORI Presentation to Heads of Comms v04

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Ipsos MORI

[email protected] [email protected]

@IpsosMORI @BenM_IM @MattTaylor_IM


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The mood of the nation: a moment of change? 2


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A game changer? 3


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The feel-good bounce beat expectations

11

6

8

5

25

8

29

17

64

86

63

78

the mood of

the public

the way

Britain is viewed

by the rest of

the world

30 Nov-6 Dec 2011

Q. What effect, if any, do you think the 2012 Olympics will have / has had on?

Source: Ipsos MORI for British Future

10-13 August 2012

30 Nov-6 Dec 2011

10-13 August 2012

% very/slightly positive effect% very/slightly negative effect

Base: c1,000 online interviews, adults 16-75 in GB, 30 Nov-6 Dec 2011, 10-13 August 2012

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A cultural reference point

We can deliver. We can do big things. TheOlympics reminded us how great it feels to

be successful

You know, I've spent three years trying toexplain the Big Society...they did it beautifullyin just three weeks.

We just think about the Olympics and Paralympic

games. It was a triumph for BritainMo Farah. A true

Brit. And a true hero for our country.

We succeeded because of the outstanding

volunteers, the Games Makers who are here with ustoday, all 70,000 Games makers. They put a mirror

up to Britain and showed us the best of ourselves..

5


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Our polls: 11 point Labour lead since May

0

10

20

30

40

50

Jan-10

Mar-10

May-10

Jul-10

Sep-10

Nov-10

Jan-11

Mar-11

May-11

Jul-11

Sep-11

Nov-11

Jan-12

Mar-12

May-12

Jul-12

Sep-12

Q. How would you vote if there were a General Election tomorrow?

2010

GeneralElection

Base: c. 1,000 British adults each month through June 2008; c. 500 British adults thereafter Source: Ipsos MORI Political Monito

Local elections

2012

UK recession

2010 Q4

Euro veto

Dec 2011

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-80

-60

-40

-20

0

20

40

Jan-97

May-97

Sep-97

Jan-98

May-98

Sep-98

Jan-99

May-99

Sep-99

Jan-00

May-00

Sep-00

Jan-01

May-01

Sep-01

Jan-02

May-02

Sep-02

Jan-03

May-03

Sep-03

Jan-04

May-04

Sep-04

Jan-05

May-05

Sep-05

Jan-06

May-06

Sep-06

Jan-07

May-07

Sep-07

Jan-08

May-08

Sep-08

Jan-09

May-09

Sep-09

Jan-10

May-10

Sep-10

Jan-11

May-11

Sep-11

Jan-12

May-12

Sep-12

Q. Do you think that the general economic condition of the country will improve, stay the same orget worse over the next 12 months?

Base: c. 1,000 British adults each month

+28

-46

-56-48

+23

Index(getbetter

minusgetworse)

-64

Source: Ipsos MORI Political Monitor

-9

Sustained economic pessimism

Source: Ipsos MORI Political Monitor

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Base: representative sample of c.1,000 British adults age 18+ each month Source: Ipsos MORI Issues Index

Economic and unemployment worries

Q. What do you see as the most/other important issues facing Britain today?

0

10

20

30

40

50

60

70

Jun'97

Sep'97

Dec'97

Mar'98

Jun'98

Sep'98

Dec'98

Mar'99

Jun'99

Sep'99

Dec'99

Mar'00

Jun'00

Sep'00

Dec'00

Mar'01

Jun'01

Sep'01

Dec'01

Mar'02

Jun'02

Sep'02

Dec'02

Mar'03

Jun'03

Sep'03

Dec'03

Mar'04

Jun'04

Sep'04

Dec'04

Mar'05

Jun'05

Sep'05

Dec'05

Mar'06

Jun'06

Sep'06

Dec'06

Mar'07

Jun'07

Sep'07

Dec'07

Mar'08

Jun'08

Sep'08

Dec'08

Mar'09

Jun'09

Sep'09

Dec'09

Mar'10

Jun'10

Sep'10

Dec'10

Mar'11

Jun'11

Sep'11

Dec'11

Mar'12

Jun'12

Sep'12

Unemploymen

Economy

Europe/EU

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Q. Which 2 or 3 of these, if any, do you think are the main barriers to people ingeneral being able to buy a property?

Source: Halifax/Ipsos MORI Housing Market Confidence Tracker

Priced-out yes, but job security key barrier to buying

Base: 1,960 British adults 16+, 22-28 June 2012

9

58%

56%

31%

31%

20%

12%

12%

10%

6%

5%

5%

3%

50%

59%

39%

19%

23%

11%

13%

6%

4%

4%

6%

4%

Raise deposit

Job security

Household finances

Availability of mortgages

Rising property pricesConcerns - interest rate rises

Fees and costs of buying a

Falling property prices

Level of stamp duty

Shortage of the right type of

Shortage of property for sale

Don't know

All LA/HA tenants


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23

43

42

45

35

12

% Higher % Lower

November 2011

April 2003

Q. When they reach your age, do you think your children will have a higher or lower quality oflife than you, or about the same?

But downbeat: a lost generation?

Base: 1,006 British adults aged 18+, 19th-21st November 2011 Source: Ipsos MORI

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Hysteresis

A year of youth unemployment reduces

earnings 10 years later by about 6% andmeans that individuals spend an extra

month unemployed every year up to their

mid-30s.

These effects diminish slowly in later adult

life but are still present well into peoples'

40s..

Professor Paul Gregg and Lindsey Macmillan,http://www.bbc.co.uk/news/business-16156849

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Q.Which one of these sentences do you agree with the most?

But young believe own hard work will determine destiny

Base: 2757 11-16 year olds Source: Ipsos MORI Young People Omnibus (Jan April 2012)

84%

5%

9%3%

It doesnt matter what

background youre from,anyone can be a success inlife if they try hard enough

It doesnt matter how hard you

try, youll only be successful in

life if youre from the right

background

Not statedNeither of these

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58 57

51

49 49

42 43

49

51 51

0

10

20

30

40

50

60

70

Q. People have different views about the ideal society. For each of these statements, please tellme which one comes closest to your ideal.

Moving towards individualism (slowly)?

Base: c. 1,000 British adults re-percentaged to exclude dont knows Source: Ipsos MORI

% A society where individualsare encouraged to look afterthemselves

A society which emphasisesthe social and collective

provision of welfare

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55%

27%22%

43%

0%

10%

20%

30%

40%

50%

60%

70%

1987 1989 1991 1993 1994 1995 1996 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Agree

Disagree

Against welfare

The government should spend more money on welfare

benefits for the poor, even if it leads to higher taxes

Source: Ipsos MORI analysis of BSA data

14


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Cohort not lifecycle effect

Base: c.2,000-4,000 GB Adults for each wave of British Social Attitudes Survey Source: Ipsos MORI analysis of BSA data

54+61+

65 +33-5340-60 44-64

19-32 30-43

25-38

29 and below

0%

10%

20%

30%

40%

50%

60%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Pre war (before 1945) Baby boomers (1945-65) Generation x (1966-1979) Generation y (1980-2000)

Total % agree government should spend more on welfare

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ComplexBritannia

reigns


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Britain: progressing but breaking

Progressing

Breaking

Source: Ipsos MORI Britain 2012

17


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13

31

26

20

610 127

22

40 3630

4031

25

39

21152111

1994 1996 1998 2000 2002 2004 2006 2008

% Strongly disagree % Tend to disagree % Tend to agree % Strongly agree

I would like Britain to be the way it used to be

Proud but backward-looking

Source: Ipsos MORI Real Trends

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L ki h d i i i


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Q. Looking ahead 6 months from now, do you expect the economy in your local area to be muchstronger, somewhat stronger, about the same, somewhat weaker, or much weaker than it isnow?

A Global @dvisor June 2012 G@33 The Economic Pulse

c500-,1000 online adults per country 16/18-64

24%67%

57%54%

44%39%39%

31%25%

25%22%

21%20%

18%16%

15%15%

14%14%

12%10%

9%9%

8%7%7%

Total

Saudi Arabia

Argentina

Mexico

Turkey

*Denmark

Germany

Poland

South Korea

Spain

Sweden

Great Britain

Hungary

% Much stronger /Somewhat stronger

Looking ahead: pessimism reigns 19

The UK is a good country in which to invest 20


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The UK is a good country in which to invest...

Q. Taking into account all the things which you think are important, how favourable orunfavourable is your overall opinion or impression of the UK is a good country in which toinvest

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010

69%66%

63%62%

59%59%58%

54%

52%51%51%

49%36%

33%31%30%30%

24%24%

21%21%20%

18%15%

5%9%4%

3%9%6%9%11%

13%10%9%14%17%14%17%19%13%24%32%

25%22%27%32%30%

Hungary

South Africa

Mexico

Indonesia

Brazil

Poland

Turkey

S. Arabia

ArgentinaChina

Russia

India

Italy

Canada

South Korea

Spain

US

Australia

Great Britain

GermanySweden

Belgium

France

Japan

Favourable Unfavourable

20

d k iti diff

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Looking ahead 6 months from now, do you expect the economy in your local area to be much stronger,somewhat stronger, about the same, somewhat weaker, or much weaker than it is now?

and makes a positive difference

Q. Taking into account all the things which you think are important, how favourable orunfavourable is your overall opinion or impression of the UK makes a positive difference inthe world

Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010

63%60%59%58%58%57%

54%51%

49%45%45%44%43%42%41%40%

38%36%

32%28%

26%22%21%

15%

7%7%9%8%7%7%7%9%20%7%18%8%8%12%9%17%14%22%17%21%

20%22%23%22%

South Africa

Indonesia

India

Brazil

Poland

Hungary

Mexico

China

Saudi Arabia

USArgentina

Canada

South Korea

Australia

Russia

Turkey

Italy

Great Britain

Spain

Sweden

FranceGermany

Belgium

Japan

Favourable Unfavourable

21

We are (rightly) self aware of some characteristics 22


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We are (rightly) self-aware of some characteristics 22

But what of achievement? 23


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But what of achievement?

Q. Which 2 or 3 would you pick out as areas where Britain is strongest/ weakest compared withother countries?

Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Counc

35

2211 11

7 6 5 3

-19 -19

-45

0

25 23 129 8 8 7

3

-4 -5 -8-22

University

Education

Cultural

diversity

Engineering

Design

Entrepship

leadership

New

inventions/

innovationNew

technology

Primary

& secondary

educ

system

Management

Manufacturing

Transport

network

Television Tourists

attraction

Fashion Architecture Banking/

finance

Sport PharmA Retail Luxury

goods

Film Construction Motor

industry

Language

skills

23

Inputs

Outputs

Were also not sure what want from Government 24


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Q. To what extent do you agree or disagree with each of the following statements:

Many think government has done too much, but worry about the vulnerable is increasing

Base: c500 British adults, 9 11 June 2012 Source: Ipsos MORI

June 12

May 10

June 12

May 10

32

31

30

19

33

33

38

31

15

13

14

19

8

7

5

8

% Strongly Agree % Agree % Disagree Strongly Disagree

In recent years governmentand public services have tried

to do too much, and peopleshould take more

responsibility for their own

lives (Base: 515)

I am worried that governmentand public services will do too

little to help people in the yearsahead (Base: 490)

We re also not sure what want from Government 24

Cognitive polyphasia: government intervention 25


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Please read each pair of statements and decide which comes closest to your own opinion

Cognitive polyphasia: government intervention

2012: approx. 2000 2012: Ipsos MORI Omnibus September

20 19 28 12 17

1 2 3 4 5

A: It is thegovernment'sresponsibility to

influencepeople'sbehaviour to

encouragehealthylifestyles

B: Thegovernmentshould not get

involved withinterfering inpeople's

lifestyles

Agree much

more with A

Agree much

more with BNA

25

Cognitive polyphasia: localism 26


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Cognitive polyphasia: localism

On the one hand, the publicsupport quite radical

approaches to greater localcontrol

On the other, they wantfairness, despise the

postcode lottery and wantuniformity of standards

26

Monarchy or republic? 27


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0

10

20

30

40

50

60

70

80

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

77%

15%

8%

Monarchy or republic?

Q. Would you favour Britain becoming a Republic or remaining a Monarchy?

Base: c. 500-1,000 GB 18+ except four polls (Dec 01, Feb 02, May 02 and Apr 04) all c. 1,000 GB 16+ Source: Ipsos MORI Political Monitor

Death ofPrincess

Diana

18% in 1969

(Gallup) Republic

Monarchy

27

Trust in politics is falling 28


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0

10

20

30

40

%

Trust in politics is falling

Q. How much do you trust a British government of any party to place the needs of this countryabove the interests of their own political party?

% almost never

Source: British Social Attitudes, 1986-2009

28

Some remarkable changes; but new challenges to come 29


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Some remarkable changes; but new challenges to come 29


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Communication & BehaviourChange in Britain 2012

Matthew Taylor

31Title


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Title

32


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33Communications & Behaviour Change


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g

34What Im going to cover


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g g

1 Why understanding society is important

2 Government communication priorities &

lessons learned

3 Looking to the future

35Factors affecting attitudes & behaviours


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Contextual

Social

Personal

System 2Rational,Logical

System 1Unconscious,Instinctive

36Choices affected by others


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Behavioural economics and qualitative research - a marriage made in heaven?

Wendy Gordon, International Journal of Market Research, Vol. 53, No. 2, 2011

37The power of context


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Contextual

Social

Personal

System 2Rational,Logical

System 1Unconscious,Instinctive

38Information overload


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1986 2007

39Multi-screen lives


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Source: Ipsos Tec

Tracker Q3 2012



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2Government communication priorities &

lessons learned


41Young People & Volunteering


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42Young People & Relationships


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43The Right to Buy


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44Armed Forces Recruitment


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45GREAT Britain


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46Older People


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47Communication Lessons Learned


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= Success+Reach Response

48Campaigns


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Creative is King

A good story,

well told

http://www.ipsos-mori.com/researchpublications/publications/1356/Top-10-Advertising-Lessons-Learned.aspx

49Simplicity (and social proof)


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Source: Cabinet Office Behavioural Insights Team

50Social media


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2 Government communication priorities &lessons learned


52Insight for communication


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Peer Research Social ListeningEthnography

Eye Tracking BiometricsSocial Spaces

53Campaign Evaluation more of the same?


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Recognisers

Non Recognisers

54Campaign evaluation in future


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Mobile Research GeolocationWeb Analytics

55Mobile & Geolocation


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15 million

customers

Phone use

Location data

Mobile Surveys

56Summary


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1. Britain in 2012 is a complex, multi-faceted society in which

resilience, tolerance and good humour can sit alongside

pessimism and individualism.2. In a distracted but connected world these aspects of society

may increasingly influence the attitudes and behaviours of

individuals

3. This presents some challenges for government communication,

but it also creates opportunities

4. Some well-known lessons in good communication still hold true,

but some new ones need to be learned

5. In the future, communication research will have to change to

understand all of this; adapting old techniques and adoptingnew methods and technologies.


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Ipsos MORI

Any Questions?

[email protected] [email protected]

Documents

Who Do We Think We Are - Ipsos MORI Presentation to Heads of Comms v04