Exploring attitudes of executives and investors in the U.S.
Challenge: The client, a commonwealth of the United States, commissioned Edelman Berland to conduct a research study exploring investor attitudes towards the stability and investment potential of the client commonwealth’s economy and to gauge possible marketing strategies designed to increase investment in businesses.
Research: Edelman Berland conducted a 43-question qualitative and quantitative online survey among 183 senior level executives in strategically selected companies. Edelman Berland’s research team developed a custom incentive program for this project which increased survey completion statistics and ensured a comprehensive database of executive input.
Insights: Responses to the online survey highlighted key messages, themes, and incentives which would make executives more inclined to invest in the commonwealth. Through these surveys, officials were able to gain a fundamental understanding of the reasons why U.S. executives were hesitant to invest in the economy. This research provided the client with knowledge of how to change the factors driving negative perceptions and ways to educate investors about the investment opportunities.
Action: Edelman Berland collaborated closely with the client to structure a communications campaign targeting executives and investors in the United States. Additionally, the commonwealth was able to offer incentives, which were identified through the online survey, to maximize U.S. investment in the client’s economy.