Opinion
Leaders will be researching the views of most of Australia’s
leading opinion formers over the next two years.
Financial Services
Our first survey was conducted over the summer of 2004/5 amongst leading
Business & Finance
journalists and covered their views on the performance of 39 of Australia's leading
institutions. This yielded much fascinating information on the performance of,
not just the "four pillars" and their close challengers especially
St George, but also the more recently launched mortgage brokers as well as some
of the longer established fund management groups. Subsequent surveys have
shown how quickly the performance of many institutions can change. Leading insurance
companies are now covered by the survey. Contact us for more details.
Motoring
The first survey of motoring journalists took
place over the Winter of 2005. The fourth annual survey
will be conducted in June 2010 and again there are
many interesting trends, particularly in the environmental arena - a
key area of concern in this highly competitive market place.
Corporate Social Responsibility
This topic is very much to the fore at present, with many of the big issues such
as global warming appearing in the headlines. Our inaugural report on this area
focussed on how the CSR policies of big corporates affects the investment decisions
of various opinion leaders including retail shareholders, fund managers and the
media. The first report was published in 2008 with the follow-up report scheduled
for Autumn 2010. Click here
for more details.
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The
Responding Samples
Deliberative samples are selected in consultation with
acknowledged industry experts including subscribers and
questionnaires are designed to engage their interest over an
interview that can take between 60 and 90 minutes to complete.
The
Measures Used
Opinion
Leaders has developed a range of quantitative measures
to benchmark organisations over a number of key performance
indicators (KPIs). This is supported by a qualitative
element, exclusive to each syndicate member, which analyses
why they obtained the ratings they did.
Media Relations
One of the KPIs that we measure is media relations effectiveness. Most big corporations devote
considerable budgets to servicing the needs of journalists, not for altruistic
reasons, but because of the contribution this can make to the bottom line.
One of the outputs from Opinion Leaders research into this audience is a league
table of all the leading institutions’ success within sector, in servicing these journalists.
While big budgets can undoubtedly play a part in gaining favourable press from
this audience, there are a host of other influential factors involved, some
of which might seem a little surprising at first sight.
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