We commonly call research a listening tool, but do respondents feel listened to and cared for after participating in a survey? We believe that is not always the case. Paying attention to it matters, and can drive better results. Our submission is inspired by what happened at Coca-Cola Brazil, during the first months of the Covid-19 pandemic in Q2 2020, when a comprehensive multi-touch-point employee listening initiative contributed to extraordinary results in terms of engagement, positively impacting business results. This project goes beyond the public where we developed it, which was the internal public of the company. It is a simple project; i.e. it does not have any methodological or technological novelty. However, it serves to bring to the table a reflection?albeit not new?that must not be put aside in these times of pandemic and its aftermath. The reflection we propose is on the importance of listening with empathy: to connect from a human side with what and whom we want to investigate. This is not only in order to understand them better, but to also capitalise on the transformative power of listening, both for the researcher and for the target.
Uncertainty has become a common denominator around the world over the last year. When we thought the only change ahead was the change of decade, something more drastic happened; we left the world we knew behind thanks to the emergence of the pandemic caused by Covid-19. This drastic change has triggered a revolution of circumstances on a personal level, as well as on a societal level. What was in 2019 will never be the same again?the future is unpredictable due to the atypical fluctuations that complicate the detection of solid trends. However, the Transforming Lives, Transforming Times study enables the views of consumers to be examined closely, and a guide for brands to be found.
Are vaccines the solution to the pandemic? Are they bringing us closer to normal life, or is this just the beginning of a new way of living? Do doctors trust the power of vaccines? Which vaccines are more trusted and why?
Consumer trust is important for all kinds of brands, but we see lower trust for many media channels and media brands. Trust levels for advertising formats and environments also differ dramatically between marketers and consumers. This article explores trust gaps and provides guidance for both advertisers and publishers.
At the end of November 2020, The EON Group and Tangere partnered to conduct a nationwide survey in the Philippines on public awareness, understanding and perceptions on HIV. Using the Tangere app, 4,500 Filipinos completed a ten-question survey over the course of one day, defying the usual standards for traditional research in the country at a time where hitherto methods for data gathering were hindered severely by the restrictions of the Covid-19 pandemic. Respondents were asked their ideas of HIV science, people living with HIV and HIV resources. Their responses provided great insight as to the strides made by HIV programming in the Philippines, as well as the areas for growth. The findings of this research, as well as the methods used to inform them, hold considerable potential for moving HIV advocacy forward, both in local and global contexts. The methodology employed may also provide insights to researchers who are embarking on similar projects which synthesise research with advocacy, as well as projects whose progress may be stymied by barriers, whether they be physical, social or political in nature.