communication and stakeholders’ engagement survey (first results) july-august 2012 m arzena l apka...

12th EPPCN Meeting 1

COMMUNICATION AND STAKEHOLDERS’ ENGAGEMENT SURVEY (FIRST RESULTS)

JULY-AUGUST 2012

MARZENA LAPKAON BEHALF OF THE MBA STUDY GROUP

29/11/2012


OUTLINE1. CHARACTERISTICS OF THE SURVEY

1.1 SURVEY DESIGN

1.2 AUDIENCE REACHED

1.3 METHODOLOGY

2. RESULTS ANALYSIS

2.1 POSITIONING STUDY

2.2 DETAILED ANALYSIS OF CERN’S BRAND AWARENESS

3. SUMMARY

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1. CHARACTERISTICS OF THE SURVEY

Steps:

1. Collection of attributes with the focus group from CERN (April 2012)2. Design and testing of the questionnaire (May - mid July 2012)3. Survey online (July/August)4. Analysis of results (until the end of 2012)

Objectives:

• To better understand how selected groups of key stakeholders perceive CERN compared with other similar international, nonprofit, research organizations

• To capture perception of the CERN’s communications and related factors

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1.1 SURVEY DESIGN

I. The generic page captures 5 individual variables: Gender Age group Level of education Current sector Main activity

II. The specific page captures 3 institutional variables: Organization Duration of relationship [with the organization] Highest profile

III. 13 questions / attributes (same for each organisation: CERN, ESRF and ESO – baseline only) each connected, in a one-to-one manner, with a weights scale

IV. Question on communication channels

V. Questions on funding

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1.2 AUDIENCE REACHED

3 stakeholders’ groups:

1. Governments / Council Members (total reached: 278) CERN council delegates: 75 CERN delegates to Finance Committee: 54 CERN delegates to the scientific policy committee: 29 list of government officials (from some EPPCN members): 120

2. Scientific Community (total reached: 28 455) CERN personnel email list (staff and users) – 14 735 ESRF personnel email list (staff and users) – 13 720

3. Industry/Private Sector (total reached: 285) list of CERN contractors with the contracts above 200k CHF

(2011-12) + companies contributed to building the LHC (2003-now)29/11/2012



1.2 AUDIENCE REACHED - RESPONDENTS

TOTAL audience reached: 29 018

Total STARTED survey: 2 777 (9,6%)Total FINISHED survey: 1 649 (5,7%)Average nr of answers per question: ~2 000 (~7%)

CERN employees: 1 038 (63%) ESRF employees: 300 (18%)

CERN employees reached: 14 735 7% responded (finished survey)

ESRF employees reached: 13 720 2,5% responded (finished survey)

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Gender:

Females 25%

Males 75%

Age:

>20 1%

20-29 24%

30-39 30%

40-49 22%

50-59 15%

>59 9%

Sector:

Private 10.3%

Public 89.7%

Activity:

8.2% Business

2.3% R&D

41.8% Academia

47.7% Administration

1. CHARACTERISTICS OF THE SURVEY1.2 AUDIENCE REACHED - RESPONDENTS

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1.3 METHODOLOGY

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1. QUANTITATIVE ANALYSIS FISHBEIN ANALYSIS OF AWARENESS SHARE PERCEPTUAL MAPPING AWARENESS PROFILING STATISTICAL ANALYSIS USING SURVEY MONKEY TOOLS

2. QUALITATIVE ANALYSIS VERBATIMS / COMMENTS


2. RESULTS ANALYSIS

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Full study available on request. Contact: [email protected] or visit this page: http://communications.web.cern.ch/independent-stakeholder-survey-2012 in Dec 2012.

2.1 POSITIONING STUDY (BY MBA STUDENTS)

mailto:[email protected]

http://communications.web.cern.ch/independent-stakeholder-survey-2012



2. RESULTS ANALYSISFISHBEIN ANALYSIS OF AWARENESS SHARE

each attribute has a weight 1 (not important) to 4 (very important)

using the average weights individuals associate to a specific attribute to compute equivalent shares for each of the organizations under survey

2.1 POSITIONING

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2. RESULTS ANALYSIS

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2.1 POSITIONING

FISHBEIN ANALYSIS OF AWARENESS SHARE

ESO – baseline only


2. RESULTS ANALYSISPERCEPTUAL MAPPING

perception that the respondents have for a given Organization

position Organizations according to the relative perceptions for a given selection of attributes

selected pairs of attributes (their averages) on a numerical scale

allows the identification of the region of the map in which the scores of a given attribute could be maximized – identifies the best competitive advantages

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2.1 POSITIONING



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2.1 POSITIONING



2. RESULTS ANALYSISAWARENESS PROFILING

comparing attributes’ average scores

enables to detect whether these three Organizations have similarities or not

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2.1 POSITIONING


2. RESULTS ANALYSIS

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2.1 POSITIONING

AWARENESS PROFILING



2. RESULTS ANALYSIS

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2.2 DETAILED ANALYSIS OF CERN’S BRAND

AWARENESS (INDIVIDUAL STUDY, BY ML)

Full report available on: http://communications.web.cern.ch/independent-stakeholder-survey-2012 in December 2012.





Total answered question: 2,082

CERN’S SLOGAN: “ACCELERATING SCIENCE”

FOCUS ON CERN

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CERN’S BRAND IMAGE

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FOCUS ON CERN



CERN’S GENERAL COMMUNICATION

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FOCUS ON CERN


CERN’S COMMUNICATION - VERBATIMS

Since the arrival of CERN actual director, the external communication of CERN as greatly improved to the satisfaction of everybody. (30-39, public sector, R&D)

Bring to mankind improvements of knowledge. Communication should be also designed for large public understanding and supporting, for helping to convince member states for budget. (40-49, public sector, administration)

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FOCUS ON CERN



AUDIENCE REACH

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FOCUS ON CERN



COMMUNICATION WITH MEMBER STATES

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FOCUS ON CERN



COMMUNICATION WITHNON-MEMBER STATES

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FOCUS ON CERN



ABILITY TO COMMUNICATE OPPORTUNITIES TO INDUSTRY

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FOCUS ON CERN


ABILITY TO COMMUNICATE OPPORTUNITIES TO INDUSTRY

By private sector (answered question: 190)

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FOCUS ON CERN


By CERN employees (answered question: 1,725)

REPUTATION AMONG PERSONNEL

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FOCUS ON CERN



SCIENTIFIC RESEARCH ADDRESSES ISSUES THAT ARE…

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FOCUS ON CERN



EXISTING PORTFOLIO FOR TECHNOLOGY TRANSFER IS…

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FOCUS ON CERN



RESEARCH IMPACT

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FOCUS ON CERN



CAREER OPPORTUNITIES

Analysis by CERN employees is very similar.29/11/2012

FOCUS ON CERN



CERN’S MISSION

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FOCUS ON CERN


IMPORTANCE ATTRIBUTES

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FOCUS ON CERN


COMMUNICATION CHANNELSTotal answered question: 200

1 – organization www2 – broadcast media (TV, radio)3 – printed media

4 – news www5 – events & conferences

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FOCUS ON CERN


COMMUNICATION CHANNELSBy private sector (answered question: 200)

1 – organization www2 – broadcast media (TV, radio)3 – printed media

4 – news www5 – events & conferences29/11/2012

FOCUS ON CERN


COMMUNICATION CHANNELSBy CERN employees

1 – organization www2 – broadcast media (TV, radio)3 – news media

4 – printed media5 – events & conferences29/11/2012

FOCUS ON CERN


COMMUNICATION CHANNELS (SOCIAL MEDIA)

The younger the audience the more important they perceive the communication via social media.

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FOCUS ON CERN


WOULD YOU LIKE TO BRIEFLY DESCRIBE WHAT YOU BELIEVE THE MISSION OF CERN IS (OR SHOULD BE)? (FROM VERBATIMS) (answered question: 574, skipped: 2,203)

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FOCUS ON CERN


CERN’S MISSION – COMMENTS

CERN should be more supportive and involved in other accelerator projects within its member states (light sources, neutron sources, medical accelerators, ADS). Since CERN is a centre of expertise for accelerator technology, this knowledge should be more available to projects within the member states. (public sector, R&D, worked with CERN for 10-

19 years)

Pure research in physics should open its facilities and expertise to other applied research sectors and industry in order to survive. (40-49, public sector, engineering)

In parallel to fundamental research, one main mission of CERN is to improve the technology to be used world wide. And maybe this should be underlined as well in CERN's description. (20-29, public sector, R&D, working with CERN since <10 years)

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FOCUS ON CERN



“Given present economic times, I am convinced it is important, also for CERN, to stimulate the conversion/exploitation of CERN's findings into economic value/activity i.e. technology transfer. I know CERN is doing this, I think CERN can do much better in this. I even would not exclude CERN from entering into some economic activities i.e. potentially generating some income from licenses and/or real participations. (…) Our field thrives on technology. Let us exploit some of it. Probably easier to generate new income that way than by raising CERN membership fees .... And probably all in conflict with the CERN convention. Nevertheless ... times change.” (50-59, public sector, academia, work with CERN for >19 years)

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FOCUS ON CERN


CERN’S MISSION – VERBATIMS

I fear that CERN provides very little benefit to mankind from the huge sums invested. I think our research budget may be of more use if invested in other scientific areas.

The KT aspect is of paramount importance as it is more tangible for the public, as is the education aspect. (30-39, public sector, administration, working with CERN since <10 years)

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FOCUS ON CERN



To increase the knowledge and discoveries to help the industry to transfer technology to make Europe the world leader of advanced technologies that will safeguard employment and good health of the eurozone.

To be a centre of excellence for people from EVERY country to be able to gain international experience and further scientific understanding in a range of areas of physics. (I would like it to be this) (20-29, public sector, academia, working with CERN since <10 years)

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FOCUS ON CERN


CERN’S MISSION – MENTIONED IN COMMENTS

By private sector

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FOCUS ON CERN



Strive to remain the worlds most important research centre and connect to relevant industrial partners. (private sector, business, working with CERN for >19 years)

CERN should have multiple missions, not only one : - HEP research (of course) but also : - Education in physics and engineering (more young students traineeships, not only PhDs) - More effective technology transfer via spin-off companies. (private sector, R&D, working with ESRF for 10-19 years)

I believe the current mission is to discover mysteries of basic science. Maybe there should be more focus in applications serving the society too... (private sector, business, working with CERN, <10 years)

By private sector

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FOCUS ON CERN

3. SUMMARY / KEY LEARNINGS

1. CERN’s Research Impact scored high in quantitative analysis

2. CERN’s Relationship with non-Member States and Industry scored low in quantitative analysis

3. The need for greater communication of the technology transfer, applications of CERN’s discoveries and its benefits to the society mentioned a lot in the verbatims

4. Top 3 communication channels considered important in providing information about CERN are:

• Organization website• Broadcast media (TV, radio)• Online news websites

Lowest rank:

• Electronic newsletters • Social networks 49

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12th EPPCN MeetingMore to come…

THANK YOU!

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Full report will be soon available on: http://communications.web.cern.ch/independent-stakeholder-survey-2012


communication and stakeholders’ engagement survey (first results) july-august 2012 m arzena l apka...

Documents

cern employees

cern delegates

eppcn members

eppcn meetingcern email

total finished survey

cern council delegates

list of cern contractors

eppcn meetinggender