Brand Awareness, Perceptions and Communication Effectiveness
Narrative Description of Project:
The UK Government’s Foreign, Commonwealth & Development Office (FCDO) launched six strategic communications campaigns in India to strengthen its image and influence across key sectors. Convergent was commissioned to conduct a comprehensive perceptions and audience research study to measure the impact of these campaigns against established baselines. The project specifically targeted three critical audience segments: policymakers, the next generation, and business leaders. The primary objective was to gauge public perception of the UK in relation to the six campaign themes, thereby quantifying the progress and effectiveness of the communications efforts. The research provided actionable insights and evidence-based recommendations for course correction, enabling the UK Government to refine its future communications strategy and more effectively achieve its diplomatic and influence objectives in India. The research was executed across all multiple locations within India.
Description of Actual Services Provided:
Convergent provided end-to-end research services for this assignment, which included:
- Study Conceptualization & Design: Defined the research framework and client-aligned objectives.
- Methodology & Tool Development: Designed mixed-method surveys and qualitative discussion guides.
- CAPI Scripting & Pre-testing: Developed and validated all data collection tools and scripts.
- Fieldwork Management: Recruited and trained field staff and executed extensive data collection.
- Real-Time Monitoring & Ethical Compliance: Implemented monitoring dashboards and ethical protocols.
- Data Analysis & Insight Generation: Conducted advanced analysis and delivered actionable strategic insights.
Research Methodology
A mixed-method study was conducted, combining quantitative and qualitative research.
- Quantitative Phase
1,890 face-to-face Computer Assisted Personal Interviews (CAPI)
- Qualitative Phase
27 Key Informant Interviews (KIIs)
8 Focus Group Discussions (FGDs)
The study was implemented in seven languages: English, Hindi, Telugu, Marathi, Bengali, Tamil, and Malayalam.
