Case Study: Ipsos-Eureka Social Research Institute’s third Annual Climate Change Survey

Background

Ipsos Australia is one of the world's leading survey-based marketing research firms. Founded and run by market research professionals, Ipsos interprets, simulates and anticipates the needs and reactions of consumers, customers and citizens - locally, nationally and around the world.

The Ipsos-Eureka Annual Climate Change Survey has been conducted annually since August 2006, with each wave surveying more than 1,000 adults, via fieldwork agency I-View.

This year's survey found that, when compared with other environmental issues, climate change is currently seen as less of a priority for Australia than it was a year ago. In addition, only 46 per cent of Australians selected ‘climate change' from a list of various environmental issues, as something they would take action on if they were in charge of making decisions about such issues for Australia. This is a significant decline from 55 per cent in 2007.

Objective

Our objective was to generate publicity to increase awareness of the Ipsos-Eureka Social Research Institute's third Annual Climate Change Survey highlighting the national trends.

Ipsos is not well known in the mainstream media which presented a challenge.

Results

The media coverage achieved nationally was extensive with over 50 stories in major print and online publications, as well as on radio. In addition, all of the key messages were included in a majority of the media coverage.