Situation

As a FORTUNE 200 CPG company considered its future and growth potential, it needed to understand society’s attitudes toward corporate responsibility overall and how those views shape societal expectations of the company. The company partnered with Illuminate Research to uncover insights on this topic to guide its business strategy and corporate communications. 

Engagement 

Illuminate designed a multi-phase, mixed-methods approach for this engagement, beginning with eight exploratory focus groups among informed citizens and consumers of our client’s products, conducted across four U.S. cities to achieve a nationwide view. Utilizing the initial insights gained during these discussions, an online survey of over 1,200 informed citizens and product consumers followed to further understand the most important areas of corporate responsibility and how those align with the client’s business practices. 

Results 

Through this research, Illuminate uncovered the most important aspects of corporate responsibility and identified the most resonant ways for the client to communicate its efforts in these key areas of responsibility. Using these findings, the client is revamping its external communications and prioritizing business practices that meet the expectations of customers and stakeholders.