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Brand Finance

Global Soft Power Index

The amount of interviews, combined with the number of markets and topics would make this an extremely ambitious project - almost stretching the realms of possibility.

Our client, Brand Finance, are a leading brand valuation consultancy, helping companies better understand the financial value of their brands.

We partnered with Brand Finance to create and deliver an annual global country index.

This project won the 2020 MRS Operational Award for Online Data Collection

The Challenge

Our client had taken on a high-profile brief to understand how the Soft Power of one nation can influence others, building a complex online approach combining latest behavioural economics thinking and ensuring a design that fully exposed the role of emotional as well as rational factors in defining politics on the international stage.

Savanta was commissioned to run an international study of over 54,000 online interviews across 87 markets covering a broad range of topics. The work needed to cross internal and external perceptions of issues such as education, and whether it allows that nation to influence more successfully on other issues.

The amount of interviews, combined with the number of markets and topics would make this an extremely ambitious project – almost stretching the realms of possibility.

Our approach

Operational excellence and agility across so many markets with representative samples was a baseline requirement, but quality was paramount. Our non-traditional operational model came to the fore in delivering such a complex online data collection programme.

The approach is based on two foundations:

  1. Single point of contact (& delivery) throughout the project-lifecycle responsible for client management, scripting, and the whole end-to-end data collection process
  2. Our proprietary ‘mobile-first’ survey technology built in-house to provide advantages such as automated sampling, data collection and quality checking (by market).

The project needed to be run in markets with radically different completion preferences, from mobile devices to tablets to desktops. That considered, the operational complexity in a high-profile environment was unprecedented.

Using a combination of multiple online fieldwork approaches, our innovative solution succeeded where our client’s expectations were potentially too high.

The outcome

It met the brief, exceeding in-going expectations, but more importantly it gave Brand Finance the ability to develop and communicate insights into the machinations of how Soft Power worked, was deployed and had significant influence in global politics.

Brand Finance produced a Global Soft Power Index, and hosted the 2020 Soft Power Summit to share their findings.

The work enabled visualisation and data manipulation in real time to allow attendees to explore trends they were interested in. Gathering this large dataset was important but presenting it back in an digestible format was how effective communication and forward actions were facilitated.

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