IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

Strengthening Your Brand's CSR by Understanding Advocacy

In addition to the obvious good that they accomplish, corporate social responsibility programs powerfully spark positive feelings in both customers and the general public.

But if the cause is not in sync with what people really care about, such efforts will not have the anticipated ROI.

Before making better investments, we need to identify and understand our customers . . . and those of our competition. What are the archetypes of advocates? What are their levels of involvement?

Key Takeaways

  • Identify higher value customers in areas where they are more likely to participate
  • Focus resources away from causes of less importance to less engaged advocates (or “slacktivists”)
  • Increase chance of attracting “switchers” to align with you and your chosen cause(s)
  • Increase affinity towards your brand
  • Eliminate inefficient use of resources

 

Speaker(s)

  • Chris Wilkes - YouGov

    Director of Business Development, Custom Research – U.S., YouGov

    Chris Wilkes is a “wearer of many hats” and multi-dimensional market research veteran with almost 20 years of experience in the industry. He has designed and executed hundreds of custom research studies and programs as a practitioner — qualitative and quantitative — around innovation, consumer understanding, customer experience, and branding and communications. He now works with YouGov in support of multiple verticals on new client acquisition and strategic account management.

  • Kristen Harmeling – YouGov

    Senior Vice President, YouGov

    Kristen Harmeling is an SVP in the custom research division at YouGov. She works with clients in the B2B, media, retail, education, and nonprofit spaces to help them support and strengthen their brands through strategic and thought leadership research.

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Thursday, Oct. 24, 2019
2:25pm to 3:10pm EDT