Transcript Survey ON CERN*s communicaton

COMMUNICATION AND
STAKEHOLDERS’ ENGAGEMENT
SURVEY (FIRST RESULTS)
JULY-AUGUST 2012
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MARZENA LAPKA
ON BEHALF OF THE MBA STUDY GROUP
SPECIAL THANKS TO:
1. CERN COMMUNICATIONS GROUP
2. EPPCN

countries participated in the survey:
Norway | Slovakia | Spain | Sweden | Switzerland | UK
3. ESRF & ESO
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4. CERN PROCUREMENT OFFICE
OUTLINE
1. 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
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3. SUMMARY
1. CHARACTERISTICS OF THE SURVEY
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
Steps:
Collection of attributes with the focus group from CERN (April 2012)
Design and testing of the questionnaire (May - mid July 2012)
Survey online (July/August)
Analysis of results (until the end of 2012)
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1.
2.
3.
4.
1. CHARACTERISTICS OF THE SURVEY
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
I.
Question on communication channels
II.
Questions on funding
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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
1. CHARACTERISTICS OF THE SURVEY
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
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1. Industry/Private Sector (total reached: 285)
 list of CERN contractors with the contracts above 200k CHF
(2011-12) + companies contributed to building the LHC (2003now)
1. CHARACTERISTICS OF THE SURVEY
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%)
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 CERN employees reached: 14 735
 7% responded (finished survey)
 ESRF employees reached: 13 720
 2,5% responded (finished survey)
1. CHARACTERISTICS OF THE SURVEY
1.2 AUDIENCE REACHED - RESPONDENTS
Sector:
Gender:
Private 10.3%
Females 25%
Public 89.7%
Males 75%
8.2% Business
2.3% R&D
41.8% Academia
47.7% Administration
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Age:
>20
1%
20-29
24%
30-39
30%
40-49
22%
50-59
15%
>59
9%
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Activity:
1. CHARACTERISTICS OF THE SURVEY
1.3 METHODOLOGY
1. QUANTITATIVE ANALYSIS
 FISHBEIN ANALYSIS OF AWARENESS SHARE
 PERCEPTUAL MAPPING
 AWARENESS PROFILING
 STATISTICAL ANALYSIS USING SURVEY MONKEY TOOLS
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2. QUALITATIVE ANALYSIS
 VERBATIMS / COMMENTS
2. RESULTS ANALYSIS
2.1 POSITIONING STUDY (BY MBA STUDENTS)
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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. RESULTS ANALYSIS
2.1 POSITIONING
FISHBEIN ANALYSIS OF AWARENESS SHARE
 each attribute has a weight 1 (not important)
to 4 (very important)
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 using the average weights individuals
associate to a specific attribute to compute
equivalent shares for each of the
organizations under survey
2. RESULTS ANALYSIS
2.1 POSITIONING
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ESO – baseline only
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FISHBEIN ANALYSIS OF AWARENESS SHARE
2. RESULTS ANALYSIS
2.1 POSITIONING
PERCEPTUAL 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
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 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
2. RESULTS ANALYSIS
2.1 POSITIONING
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ESO – baseline only
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PERCEPTUAL MAPPING
2. RESULTS ANALYSIS
2.1 POSITIONING
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ESO – baseline only
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PERCEPTUAL MAPPING
2. RESULTS ANALYSIS
2.1 POSITIONING
AWARENESS PROFILING
 comparing attributes’ average scores
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 enables to detect whether these three Organizations
have similarities or not
2. RESULTS ANALYSIS
2.1 POSITIONING
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ESO – baseline only
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AWARENESS PROFILING
2. RESULTS ANALYSIS
2.2 DETAILED ANALYSIS OF CERN’S BRAND
AWARENESS (INDIVIDUAL STUDY, BY ML)
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Full report available on: http://communications.web.cern.ch/independent-stakeholder-survey-2012
in December 2012.
CERN’S SLOGAN:
“ACCELERATING SCIENCE”
FOCUS ON CERN
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Total answered question: 2,082
FOCUS ON CERN
CERN’S BRAND IMAGE
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Total answered question: 2,065
CERN’S GENERAL
FOCUS ON CERN
COMMUNICATION
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Total answered question: 2,047
CERN’S COMMUNICATION -
FOCUS ON CERN
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)
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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)
FOCUS ON CERN
AUDIENCE REACH
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Total answered question: 2,033
COMMUNICATION
WITH
FOCUS ON CERN
MEMBER STATES
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Total answered question: 1,866
COMMUNICATION WITH
NON-MEMBER STATES
FOCUS ON CERN
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Total answered question: 1,817
ABILITY TO COMMUNICATE
FOCUS ON CERN
OPPORTUNITIES TO INDUSTRY
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Total answered question: 1,863
ABILITY TO COMMUNICATE
FOCUS ON CERN
OPPORTUNITIES TO INDUSTRY
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By private sector (answered question: 190)
FOCUS ON CERN
REPUTATION
AMONG PERSONNEL
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By CERN employees (answered question: 1,725)
SCIENTIFIC
RESEARCH ADDRESSES
FOCUS ON CERN
ISSUES THAT ARE…
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Total answered question: 2,021
SCIENTIFIC
RESEARCH ADDRESSES
FOCUS ON CERN
ISSUES THAT ARE…
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By private sector (answered question: 198)
EXISTING
PORTFOLIO FOR
FOCUS ON CERN
TECHNOLOGY TRANSFER IS…
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Total answered question: 1,916
EXISTING
PORTFOLIO FOR
FOCUS ON CERN
TECHNOLOGY TRANSFER IS…
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By private sector (answered question: 190)
FOCUS ON CERN
RESEARCH IMPACT
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Total answered question: 2,006
FOCUS ON CERN
RESEARCH IMPACT
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By private sector (answered question: 198)
FOCUS ON CERN
CAREER OPPORTUNITIES
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Analysis by CERN employees is very similar.
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Total answered question: 1,941
FOCUS ON CERN
CERN’S MISSION
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Total answered question: 2,065
FOCUS ON CERN
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IMPORTANCE ATTRIBUTES
FOCUS ON CERN
COMMUNICATION CHANNELS
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1 – organization www
2 – broadcast media (TV, radio)
3 – printed media
4 – news www
5 – events & conferences
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Total answered question: 200
FOCUS ON CERN
COMMUNICATION CHANNELS
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1 – organization www
2 – broadcast media (TV, radio)
3 – printed media
4 – news www
5 – events & conferences
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By private sector (answered question: 200)
FOCUS ON CERN
COMMUNICATION CHANNELS
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1 – organization www
2 – broadcast media (TV, radio)
3 – news media
4 – printed media
5 – events & conferences
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By CERN employees
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CHANNELS
The younger the audience the more important they perceive
the communication via social media.
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COMMUNICATION
(SOCIAL MEDIA)
FOCUS ON CERN
DESCRIBE WHAT YOU BELIEVE THE
MISSION OF CERN IS (OR SHOULD
BE)?
FOCUS ON CERN
(FROM VERBATIMS)
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(answered question: 574, skipped: 2,203)
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 1019 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,
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R&D, working with CERN since <10 years)
FOCUS ON CERN
CERN’S MISSION – COMMENTS
“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,
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work with CERN for >19 years)
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
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with CERN since <10 years)
FOCUS ON CERN
CERN’S MISSION – COMMENTS
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,
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academia, working with CERN since <10 years)
CERN’S MISSION – MENTIONED
IN
FOCUS ON CERN
COMMENTS
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By private sector
FOCUS ON CERN
CERN’S MISSION – COMMENTS
By private sector
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)
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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)
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
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More to come…
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•
•
THANK YOU!
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Full report will be soon available on:
http://communications.web.cern.ch/independent-stakeholder-survey-2012