Transcript - Marketing Research and Intelligence Association

Canadian and U.S. Public Opinion
In the Face of Iraq
Presented to PMRS – Ottawa Chapter
April 24, 2003
Richard Bennett – Senior Consultant
GPC Research
1
Introducing GPC International
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Fleishman-Hillard is GPC International’s parent
company, located in St. Louis
GPC Research is part of GPC International
GPC Research is located in Ottawa and is a full
service market research company
60 CATI station field center
New focus group facility
2
Research Methodology
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Research is a result of a partnership between
Wirthlin Worldwide and FH/GPC
Trade Winds I and II National Quorum
1000 American adults were interviewed by
phone March 21-24 (War in Iraq underway)
and April 9-12, 2003 (US enters Baghdad)
Unique sample of respondents in each survey
Results are projectable to the entire U.S.
population within a ±3.1% margin of error at
95% confidence level
3
Aim and objectives

Explore American attitudes towards
international products and companies since the
start of the war with Iraq
 Interest in and knowledge of war/terrorism
 Investment purchasing
 Changes in purchasing behaviour
 Awareness of foreign brands
 Foreign product substitution
 Support for International organizations
 Demographics
4
Key Highlights
1.
2.
3.
4.
5.
Tuned-in and turned-on
Good old days are long gone
“Freedom Fries” are just the beginning
UN, NATO, persona non grata
In the end, it’s still about the Economy
Unless indicated all charts are based on total sample
5
1. Tuned-In and Turned-On
6
Interest in the War in Iraq
How interested are you in following the events that are
happening in the war in Iraq and the war on terrorism?
71
Very interested
73
26
Moderately
interested
Not at all
interested
24
3
3
Apr-03
Mar-03
7
Informed about the War in Iraq
How informed do you feel you are about the events that
are happening in the war on Iraq and the war on
terrorism?
52
Very well
informed
52
43
Moderately
well informed
Poorly
informed
43
5
5
Apr-03
Mar-03
43% are both “very interested” and “very well informed”
8
2. Good Old Days Are Long Gone
9
Military action and further acts of
terrorism will lead to…
Do you think military action will lead to fewer/more acts
of terrorism against US citizens?
52
More acts of
terrorism
No difference
Fewer acts of
terrorism
53
4
5
42
40
Apr-03
Mar-03
10
When will “things”get back to normal
How long do you think it will take for things to get back
to normal?
Never go back
5
6
33
More than 3
years
27
29
2-3 years
21
21
6-12 months
Less than 6
months
62
20
12
24
Apr-03
Mar-03
11
Doing things differently due to concerns
over terrorism
Have you modified your behaviour with respect to any of
the following based on concerns about terrorist attacks
in the US?
Traveling for
business or
pleasure
Drop off/pick
up kids from
school
Visiting
shopping
malls
Traveling to
and from work
25
75
16
84
13
87
9
90
Yes
No
Apr-03
12
Business and Personal travel postponed
Have you cancelled or postponed a personal or business
trip to…?
France
Germany
Canada
4
96
3
97
4
96
Yes
No
Apr-03
13
Americans are also avoiding
Are you more/less likely to engage in the activity or find the
activity more/less appealing?
Buying from Britain
and Spain
Making large
purchases
Planning vacations
Flying
commercially
47
49
Buying American
54
36
13
54
11
59
More
About the same
10
33
30
47
8
4
44
Less
Apr-03
14
3. “Freedom Fries” are just the beginning
15
Favouring products and companies from
different countries
Have recent events caused you to become more or less
favourable towards the companies and products that
come from…?
France
Germany
Canada
Spain
Britain
13
22
64
18
29
29
52
35
41
35
32
60
More favourable
25
14
Neither
Less favourable
25
Mar-03
16
Likelihood of trying a substitute product
How likely are you to try a substitue product for one you've
previously bought that is made in or by a company from…?
19
France - April
23
France - March
19
Germany - April
17
Canada - April
Canada - March
13
Very Likely
23
25
32
15
Germany - March
22
31
36
Somewhat Likely
19
39
16
22
37
33
22
31
20
31
19
31
Not too likely
Not at all likely
17
Product substitution plays out – a little
Have you substituted a product for one you've
previously bought that is made in…?
France
Germany
Canada
15
85
9
92
8
91
Yes
No
Apr-03
18
And the future holds….
How long do you expect that you will continue to
substitute for these products?
63
> 2 years
1 year to < 2
years
12
6 months to <
1 year
9
3 to < 6
months
9
<3 months
DK/NS
3
5
Apr-03
19
Canadian brands affected (TOM)
Tell me all the Canadian brands, products or companies
that you are aware of in the US?
Air Canada
Canada Dry
Water
LaBatts
Ford
GM
Lumber
Molson
Bombardier
Moosehead
Canadian Club
LearJet
TD Waterhouse
Other
DK/NS
4
3
3
3
2
2
2
2
1
1
1
1
1
Asked of those who mentioned
they substituted a product for one
they previously bought (n=80)
17
Apr-03
67
20
Products associated with Canada (SOM)
Tell me which country you most closely associate the
following product wih?
90
Air Canada
79
Canadian Club
68
Canada Dry
49
Moosehead
30
Molson
24
Labatts
Ski-doo
17
TD Waterhouse
13
Sun Life
13
Bombardier
12
Apr-03
21
Concern over boycotts hurting the US
How concerned would you say you are the US boycotts
of French, German or Canadian products will hurt the US
employees of these companies and employees of their
suppliers?
Very
concerned
19
58
Somewhat
concerned
39
Not too
concerned
Not at all
concerned
25
16
Apr-03
22
4. UN, NATO, persona non grata
23
Support for International Community
Have recent world events made you more/less supportive of
these international organizations?
NATO
26
29
United Nations
16
31
8
15
19
17
25
10
Apr-03
Much less
Somewhat less
No impact
Somewhat more
Much more
24
Support for Economic Cooperation and
Free Trade with…
Has recent world events made you more/less supportive of
economic and free trade with…?
France and
Germany
Canada
33
13
34
35
12
18
24
14
6
10
Apr-03
Much less
Somewhat less
No impact
Somewhat more
Much more
25
5. In the end, it’s still about the Economy
26
Investor confidence continues to decline
How confident are you in the security of your
investments?
25
28
Very confident
40
Somewhat
confident
DK/NS
73
45
15
14
Not too
confident
Not at all
confident
65
11
7
6
9
Apr-03
Mar-03
27
Investments also decline
Which types of long term financial services investment
products do you own?
42
45
401k/401b
38
IRA (Roth/Regular)
35
MF's which invest in stocks
31
Life Insurance
Bonds
20
MM funds
20
19
Other mutual funds
None
39
38
32
32
Stocks
Annuities
45
26
24
24
13
15
20
27
Apr-03
Mar-03
28
Sentiments affect investment decisions
If you were buying stocks now, how much influence
would the fact that a company were French, German or
Canadian have on your decision whether or not to
purchase the stock?
A great deal
of influence
28
55
Some
influence
Very little
influence
No influence
at all
27
19
25
Apr-03
29
Key Highlights
1.
2.
Americans are tuned-in and turned-on
• American consumers (esp. higher educatedhigher income) are interested and informed
about the war and terrorism and are fighting it
on the home front
The good old days are long gone
• The war and terrorism has changed the way
Americans think and act. They are traveling,
investing and purchasing less and they say it
may be a while before things are back to
normal
30
Key Highlights
3.
4.
5.
“Freedom Fries” are just the beginning
• The intention to substitute for French, German
and Canadian products is real, the follow
through has yet to happen but the resentment
remains strong. Fortunately brand awareness
of Canadian products is very weak
UN, NATO, persona non grata
• Support for International institutions and
countries opposed to the war in Iraq is low
In the end, it’s still about the Economy
• Investor confidence is weakening, LT financial
investments are in decline and where a
company is from may affect an investors
decision to invest
31
QUESTIONS
32
33