A. BACKGROUND
The WWF brand is one of our most valuable asset. Through ongoing brand research, we want to measure how the brand is doing compared to its competitors and how it is perceived by the public in markets across the world. With this exercise and such insights, it should help WWF offices in its strategy to engage the public support of its work and further grow the credibility of the brand.
WWF International has data of brand research for over 30 years, conducted in 43 countries around the world. We use a global questionnaire template (short and long format) that allows local offices to localise by translating and adding a few local-specific questions. That way, we ensure local research meets the minimum criteria for execution and once completed the local research, the data is consolidated to the WWF Global Brand KPI research results annually.
WWF local offices are recommended to conduct the brand survey in their countries every 2-3 years. WWF local offices conduct research independently from WWF International and, as you know;
- are free to use or not the global questionnaire
- and free to use the global agency or an agency of their choosing (for budget reasons, location, etc.).
It’s therefore very important for us to have a questionnaire that is relevant to our network.
B. OBJECTIVE
The last time we updated this brand research process was more than ten years ago, so this year, we want to take the opportunity to review it and assess the opportunity to evolve it and make it more insightful and useful. We are looking at updating of the WWF International’s brand qualitative research project in the scope of:
- 1) update the research framework and questionnaire that can support WWF local teams to conduct brand research with the following objectives:
- Understand the awareness level and depth of knowledge of WWF through brand familiarity measure
- Understand WWF’s brand consideration
- Evaluate WWF’s credibility in the areas that we work
- Understand if people recognise WWF’s brand personality
- 2) Deliver an updated dashboard / visualisation of the insights
C. REMINDER ON CURRENT SAMPLE SPECS AND METHODOLOGY
Sample definition
- Non-rejecters of charities Non-rejecters of environmental issues
- Nationally representative quotas on age, gender and race
Note: the sample is not targeted towards any particular subgroup of the population (i.e. businesses, government etc.)
Methodology
- Online (depending on local market)
- Sample definition: General public, nationally representative demographics, those who do not reject environmental issues
Sample size
- 800 to 1000
Interview length
- Not over 15-20 minutes.
D. CRITERIA AND FEEDBACK TO TAKE INTO ACCOUNT
| Compatibility with existing data WWF has over 30 years of data, so any newly conducted research will need to be comparable to existing data. However new data can be included if its relevance is demonstrated. Existing data: Measures brand KPI across four metrics to form an overall composite scoreBrand familiarity: how much someone knows about the brandBrand consideration: how likely someone would consider supporting the brandCredibility: how credible the brand is in its areas of conservation workBrand personality: how the brand is perceived on its own and compared to competitors |
| Network feedback The update must also tackle some of the feedback we’ve received from the network of the existing brand research process: The current methodology only includes those who do not reject supporting environmental issues – this must be updated.Questions are focused on environmental problematics. It needs to be broadened to include wider issues to stay relevant locally.Optimise data visualisation so there can be better, more useful insights and better support local strategy planningThe current long form of survey is long and costly to run locallyModules of ‘add-ons’ to the research questionnaire that allow to have data to support their other type of works – e.g. campaigns, fundraising, etc. |
E. DETAILED SCOPE OF WORK
The scope of WWF brand KPI research and reporting consists of:
- Review and update methodology and questionnaire
We would like our existing questionnaire to be reviewed and possibly refreshed, without compromising the existing data collected. We currently have a short and long version but are open to proposals on how to refresh the questionnaire overall, e.g. base questions and add-on modules covering certain topics to allow for local market customisation.
We are open to all new formats, including a super short one.
Proposals on methodology are welcome.
NOTE: Methodology and questions must be developed so that new data is comparable to existing data.
- Global report / data visualization update
We are considering a dashboard that allows us to review the data in a more engaging and interactive way. It can also be a refreshed annual global report that brings together insights and analyses from local and regional research and reports.
IMPORTANT NOTE: Data visualization has now become key to drive engagement and could be critical to re-energise the network around this very research. We therefore welcome innovative ways to present the data!
- Conduct or consult on local research (once contracted, to be included in the rate card)
Work with WWF local teams and consultant to conduct research in the local market and develop a local report covering insights and analyses. Local research may involve adapting the questionnaire for the local context while ensuring there will be consistency on a global scale.
Rate cards detailing these costs, by region to run research would be helpful to share across WWF teams around the world.
Although it is preferred that the same agency can conduct local research, the WWF local team may choose to conduct research through a local agency instead for reasons such as cost, location, etc. In that case, the work would include consulting with the local research agency to review the methodology and questionnaire to ensure consistency for global results.
- Analyse data and deliver report
Analyse collected data and develop reports that align with WWF’s global reporting framework.
Perform a comparative analysis between local findings and global benchmarks, identifying areas of alignment and divergence.
Develop actionable insights catering to local strategic needs while maintaining consistency with global metrics, including brand familiarity, consideration, credibility, and personality.
F. TIMELINE
Submit the proposal with estimated budget by 18 Apr. 2025
G. BUDGET
We have a limited budget hence our decision to capitalise on our existing questionnaire.
The quote should include
- The global brand research questionnaire refresh as detailed in this brief
- We would also like to have a rate card including: annual fee for global report consolidation and local support (e.g.local questionnaire review)
Please note that we will make a decision on the next steps based on the quote.
H. NEXT STEPS
Debrief call and email with questions & Quote
