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(All content in this blog has been publicly released by our clients and if not, special permission to use has been granted) Australian survey reveals strong feelings towards the recent Rugby scandal
A survey conducted across Australia over the last few days by independent research firm Aha! Research and Toluna (a leading global online panel and survey technology provider) found strong opinions about the recent Cronulla Sharks Sex Scandal which shocked the world of Rugby in Australia and around the globe.
The study revealed that almost two thirds of 18-39 year olds (65%) who are aware of the scandal feel that all those involved in the incident should come forward and admit to their involvement. Females in this age group are more likely to feel this way (68%) than males (62%).
The above views are generally very firmly held with 43% “strongly” agreeing with the statement that “all those involved should come forward and admit to their involvement” and a further 22% “somewhat” agreeing. On the other hand, only approximately 1 in 8 (13%) disagreed, either strongly or somewhat, with the statement.
The survey also found that the Australian population is slightly more divided about whether or not Cronulla Sharks management should name the individuals involved. Almost half (49%) of the survey respondents agreed with the statement that “Cronulla Sharks management should name and shame those involved”, while some 28% disagreed.
There appears to be a strong feeling among younger Australian adults that those involved in the scandal should not leave Mathew John’s on his own to take the rap for the incident. On the other hand, while a significant proportion of this group still feels that Cronulla Sharks management should name those involved, they are slightly more divided on this issue.
About the study:
The study was conducted online among a sample of 330 (18-39 year old) males and females across Australia. Fieldwork took place from 21-26 May utilising Toluna’s Australian panel of some 50,000 double opt-in respondents.
About the research, write to peter.steyn@aharesearch.com
About the Toluna Online Panels, write to hugh.bloch@toluna.com
The study revealed that almost two thirds of 18-39 year olds (65%) who are aware of the scandal feel that all those involved in the incident should come forward and admit to their involvement. Females in this age group are more likely to feel this way (68%) than males (62%).
The above views are generally very firmly held with 43% “strongly” agreeing with the statement that “all those involved should come forward and admit to their involvement” and a further 22% “somewhat” agreeing. On the other hand, only approximately 1 in 8 (13%) disagreed, either strongly or somewhat, with the statement.
The survey also found that the Australian population is slightly more divided about whether or not Cronulla Sharks management should name the individuals involved. Almost half (49%) of the survey respondents agreed with the statement that “Cronulla Sharks management should name and shame those involved”, while some 28% disagreed.
There appears to be a strong feeling among younger Australian adults that those involved in the scandal should not leave Mathew John’s on his own to take the rap for the incident. On the other hand, while a significant proportion of this group still feels that Cronulla Sharks management should name those involved, they are slightly more divided on this issue.
About the study:
The study was conducted online among a sample of 330 (18-39 year old) males and females across Australia. Fieldwork took place from 21-26 May utilising Toluna’s Australian panel of some 50,000 double opt-in respondents.
About the research, write to peter.steyn@aharesearch.com
About the Toluna Online Panels, write to hugh.bloch@toluna.com
Aha! Research talks about Customer Satistaction with "Asian Hotel & Catering Times"
In an April 2009 interview with "Asian Hotel & Catering Times", Peter Steyn of Aha! Research talked with Zara Horner about Customer Satisfaction in the Asian hospitality industry."Taking full responsibility of client satisfaction and dissatisfaction is the trademark of a successful company", he told Zara. "When consumers of services are let down, serious damage can be done to the company's brand image. This is becoming more critical in the digital age as online word-of-mouth can spread dissatisfaction with the brand around the world to millions in a split second", he said.
"Every economic downtown is followed by economic prosperity. Now is the time to understand current and new customers to be well prepared from the economic recovery". Read the full article
Measuring sponsorship effectiveness in the digital age
Brand recommendation may be the ultimate yardstick for measuring sponsorship effectiveness in the digital age
Thoughts from the Aha! Research team: This article reports on a research study conducted by Aha! Research (data collection sponsored by Global Market Insite - GMI) about event sponsorship (2008 Beijing Olympic Games) and found that sponsorship can have a positive effect on brand recommendation (a strong driver of future growth) dependant on a corresponding level of sponsorship recognition. Brands with a higher level of sponsorship recognition achieved a higher level of recommendation, whether they were actually sponsors or not. This suggests that measuring brand recommendation in digital social media should be an essential element of measuring the effectiveness of sponsorship on future earnings.
Investment in Digital Marketing on the rise across Asia Pacific
Aha! Research recently conducted the 5th annual marketing and advertising industry survey for the Asia Digital Marketing Association (ADMA) and found that marketers across Asia Pacific increasingly allocate budget towards digital marketing. More than half of respondents expect to increase their digital spent in 2009 as a direct result of the current global financial crises. The full report will soon be publicly released so please come back for a link to the online report.
Grow your brand with only one measurement tool
Thoughts from the Aha! Research team: Market researchers have been measuring the impact of word-of-mouth for ages by asking consumers a simple question: “How likely is it that you would recommend [brand X or company Y] to your friends, family or colleagues?” We have always known that this is an important measure, but now in the era of Online Buzz, it may very well be the most important measurement tool you need to grow your brand. Continue reading...
Digital Marketing in Asia: Regional marketing dynamics
In the recent publicly released report, "Asia Digital Marketing Survey", for Heidrick & Struggles, (the world’s premier provider of senior-level executive search and leadership consulting service) Aha! Research found there is no shortage of interest and intent to explore digital advertising options among senior marketers. Yet, spending has failed to keep pace with the plans. For instance, while marketers in the U.S. and Europe placed upwards of 20-25% of their total advertising budgets on digital channels in 2007-2008, Asia wallowed closer to 10-12%. And while our respondents say they plan to increase digital ad spend to as much as 28% in 2009, evidence of this is spotty at best. Marketers throughout Asia confess only limited comprehension of digital marketing and its inherent benefits. Others say that media planning or creative agencies remain poorly equipped to handle their digital marketing and advertising needs. Continue reading OR download article from the Heidrick & Struggles website
Characteristics of Serious Bloggers
Published in Public Relations Quarterly by Aha! Research's Peter Steyn, et al: A recent survey by Aha! Research conducted for Text100 Public Relations, Asia Pacific, found that technology, corporate, and other serious bloggers around Asia Pacific have very specific needs in terms of how they should be contacted by Public Relations (PR) professionals, the contents they prefer, the preferred media for receiving PR content, etc. With the exponential growth in online social media, PR professional and corporate marketing communications people may want to listen carefully to what bloggers want. Download full article published in the Public Relations Quarterly, or view report summary on the Text100 website.
Beijing Olympics Sponsorship
Hong Kong (PRWEB) September 13, 2008 -- A survey conducted by Aha! Research has found that the 2008 Beijing Olympics official sponsors have enjoyed significant benefits as a result of their involvement. Sponsor brands were shown to have experienced higher brand recommendation and brand attitudes compared with non-sponsor brands.
According to estimates, each of the top 12 sponsors of the 2008 Beijing Olympics spent about US$70 million to have their brand associated with this truly global event. Although watched by up to four billion people worldwide, it remains difficult for marketers to assess the impact of sponsorship on their business. Continue reading....
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