Exploring the Global Talent Allure
Amid the intense competition for global talent in science, technology, and research and development (R&D), an international trade organization wanted to gain insights to enable them to effectively attract top talent.
Objective
The organization wanted to launch a campaign showcasing its strength and ambitions in global markets. It also wanted to conduct a pre- and post-campaign assessment study to evaluate current awareness levels and monitor the transformative impact of the campaign and uncover the motivations driving individuals to seek work internationally.
Why Phronesis
The organization recognized the significance of unbiased data collection and sought a partner with deep research expertise, combined with extensive brand and marketing campaign knowledge. Phronesis emerged as the ideal choice, offering an exceptional understanding of research intricacies and the potential impact on outcomes.
Approach
Phronesis presented a comprehensive 360° mitigation plan to address potential risks and promote unbiased data collection, based on the following strategies:
- Implement stratified sampling to guarantee a representative survey sample of the target audience.
- Employ multiple channels for survey distribution, and analyze respondents’ demographic and behavioral characteristics, to identify any potential biases.
- Use visual prompts to enhance recall and utilize longitudinal analysis to assess response stability.
- Apply skip logic to personalize the survey experience and minimize redundant questions.
Phronesis executed a systematic two-phase approach to the pre- and post-campaign market research, targeting people working in science, R&D, and technology in specific global markets.
Phase 1:
In the pre-campaign research a few weeks prior to the campaign launch, Phronesis administered a quantitative survey to gauge respondents’ awareness, evaluating their preferences:
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- Acquaintance and likelihood of working in international markets
- Inclination to move to international destinations for work
- Consideration of living and working outside their native country
- Drivers or barriers to working in global markets
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Phase 2:
Following the campaign launch, a second survey measured its impact, gathering feedback on:
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- Awareness of opportunities in the science, R&D and technology sectors, government initiatives, investments, and upcoming projects.
- Effectiveness of communication strategies used to promote the campaign in international markets.
- Recall of the campaign and channel such as social media, paid media, specific events, and news coverage.
- Impact of messaging.
- Changes in perceptions regarding desirable international destinations.
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Outcome
Phronesis’s research was instrumental in uncovering valuable insights into the respondents’ openness to living and working abroad, the impact of their campaign, and identifying opportunities for improvement. Armed with these findings, the organization refined its strategies to drive scientific and technological development, foster innovation, and cultivate a competitive global economy.
