Environmental Choices™ Wave 2 announced

The need for low carbon business innovation now

Business innovation is crucial for moving to a low carbon economy. Businesses need to know how their new innovations will connect with their target customers – yet people are notoriously poor at expressing what motivates them, and expressing what innovations should look like.

The Environmental Choices™ monitor is about providing customer insights which are useful in supporting such business innovation. It does this by adopting a ‘whole world’ view of people’s lives and the decisions they make:  the situations people are in, the cars they drive, the houses they live in, the flights they take, the technology they use, their brand attachments, their attitudes, associations, and aspirations, their passions, concerns and unmet emotional needs – all aspects of their lives which might impact on their readiness to embrace specific innovations. Our analysis is guided by experience, judgement and a range of statistical analytical techniques to make this information accessible, understandable and relevant to our clients.

About Environmental Choices

The international Environmental Choices™ monitor is fully-owned by Haddock Research. Based on a very wide-ranging questionnaire, it provides a single-source to measure the interrelationships between people’s circumstances, attitudes and behaviour relevant to the low carbon sector. The survey provides both specific analyses and holistic understanding of people’s lives – particularly important given policymakers concerns about the ‘rebound effect’.

• Wave 1 was conducted amongst nationally representative samples of 1,000+ people per country in Canada, England and the USA, in late 2008. Read our Interim Highlights document for more information about this first wave.

• Wave 2, scheduled for field at the beginning of Q2 2010, will incorporate 6 countries in total, and draw on nationally representative samples of at least 1,000 respondents from the USA, UK, Canada, France, and Australia – plus a further sample of 1,000 respondents with internet access in China (recent figures indicate that 27% of Chinese adults have access to the internet), resulting in over 6,000 respondents in total. Similar to wave 1, this study will be conducted online, with a robust sampling methodology (age, gender and regional quotas) and invitation approach which minimises selection bias - thereby providing confidence in market sizing estimates.

• Holistic understanding: The Environmental Choices™ surveys incorporate a broad range of investigative techniques to assess behavioural antecedents: psychodynamic factors such as emotional associations and lifestyle values, the impact of external influencers (individuals, cultural events, and organisations), media consumption and social networking behaviour, contextual and situational social determinants.

• Targeted analysis: Identification of target groups and consumer segmentation are applied to each sector specific topic covered within the survey. These are supported by highly detailed actionable profile maps to provide strategists, communicators and marketers the tools required to reach the appropriate audience. In combination, drivers and barriers to action are investigated, as well product and proposition concept tests to provide the firm foundations of any marketing mix.
• Syndicated reports: The survey research outputs will be available in a series of syndicated reports, with both national and international editions of each report available. The pricing schedule provides discounts for multiple purchases - delivering significant cost benefits compared to an ad hoc commissioned project.

Wave 2: Key Research Partners

Prior to the launch of the survey there is an opportunity for a small number of client organisations to become involved in the design of Wave 2 as Key Research Partners, thereby gaining maximum benefit from the research. There is space for only one Key Research Partner per sector, affording that partner a key role in designing the questions and desired analysis outputs in that subject area. In addition to influencing question inclusion, Key Research Partners will be presented with a package of research outputs tailored to their needs, delivering competitive advantage at a highly attractive price.

If you would like information about our pricing structure, and/or to discuss benefits of becoming a Key Research Partner, please contact us at info@haddock-research.com .

Wave 2: Report Structure

The survey will build on a core set of questions featured in Wave 1, and incorporate additional questions per sector area, thus providing not only unique tracking data reflecting changes in the climate change zeitgeist, but also greater in-depth analysis of specific subjects addressed in the survey.

The survey’s focus (and consequent syndicated reports) will be split between core analysis and sector specific analysis, with the core analysis being used on the sector specific reports. These report subject areas are as follows:

Central analysis/reports

1a – Attitudinal segmentation & socio-demographic profiling

1b – Media consumption & social networking behaviour

1c – Psychodynamic factors; emotions, values & passions

Sector specific analysis/reports

2a - Political mandates & power generation

2b – Influencers, organisations & campaigns

2c - Green energy solutions, including micro-energy 

2d – FMGC shopping, domestic responsibilities & the home

2e – Transport and cars – usage, intention to change

2f – Telepresence, unified communications and flying

2g - Business reputations and sustainable communications

2h – Carbon offsetting, compliance and trading