“Working with Global Research to find out where our organisations sits when it comes to brand awareness of New Zealanders year on year is invaluable. We know our activity is working and getting through to the market, and it helps support our strategy. I really appreciate the synopsis of the reports as they compare year on year, and they’re easy to explain to others in the organisation. Then there are the details of the report which we can delve into further. Global research are quick to respond to queries and deliver on time.”
Background and aims
Médecins Sans Frontières (MSF), also known as Doctors Without Borders, is an international charity organisation dedicated to humanitarian work in conflict zones and countries affected by endemic disease. Global Research was contracted to help MSF understand New Zealanders’ awareness of them, compare it with other similar organisations, and repeat the research annually to measure change over time.
Our role
In 2016, Global Research custom-designed an online survey and administered it to a representative sample of 1,000 New Zealand respondents. Since then we have annually repeated the survey to measure how New Zealanders’ knowledge of the MSF brand has changed.
Design and method
The custom-designed online survey focused on understanding what proportion of New Zealanders’ recognise MSF, how its brand-recognition compares with other charities operating in New Zealand and general questions regarding charitable giving.
It was important that the survey design and sampling was repeatable, which has now been achieved for three years.
Result
The initial report set a benchmark for MSF, and subsequent reports have accurately presented change over time.
The reports are designed to be easily understood and through the use of high-quality graphics and clear data interpretations.
Outcome
MSF has been able to gauge how effective their brand awareness campaigns have been in New Zealand, by understanding how well known they are in New Zealand compared with other charities. Based on quality research and reporting, it has been able to make informed decisions regarding the future direction of these campaigns.
(image: Mark Knobil, CC-BY-2.0)