Abstract:

Esso Europe carried out a major multi-national survey involving a total of 14000 interviews in two waves covering seven countries. The objective of the study was to assess public attitudes in the following broad areas: -Present and future energy sources; -Government control of industry and of the oil industry; -Attitudes to international companies with head-quarters abroad; -Opinions of the oil industry in relation to other industries and on specific topics; -Public impressions and perceptions of the leading oil companies. The results of this study provided valuable guidance to the Esso Europe Public Affairs Department and to the Public Affairs Departments in the participating countries. In addition it led to a major change in approach to Esso's European advertising strategy and tactical planning. The paper describes the planning, setting up, co-ordination and execution of the study and the communication of the findings.