Trust. A clear, simple word. Auditing trust is not so simple. Doing so globally, across key leaders and populations, adds to the challenge. Focusing on ensuring better health and healthcare outcomes for all raises the game higher still, especially during the coronavirus pandemic. That was the task Echo was awarded by the Global Self-Care Federation.
With that, Echo embarked on an integrated, mixed-method research project, which determined
The WHO – through detailed stakeholder mapping, identifying and profiling 300 organisations of possible interest to the GSCF – of which a third were classified as ‘High interest / high Influence’ through a detailed filter of 8 criteria from salience to capabilities and network.
The WHAT – are the perceptions and drivers of trust in self-care, including measures of transparency, safety, efficacy, pricing, responsible use and responsible marketing, and most trusted sources , benchmarked versus prescription medicines, homeopathy and acupuncture among 7000+ consumers and health-concerned publics, across 8 countries and languages.
The WHY – through 100+ detailed one-on-one interviews with above-country level health-focused organisational leaders identified and pre-agreed with the client to remove bias; note: the amount of interview refusals was a finding in itself as many of the health-focused stakeholders did not see the relevance of self-care to their mission and activities.
The INFLUENCES – of trust and distrust in self-care related issues through social listening, spanning 2 million items, across each of the self-care industry sectors from over-the counter medicines, vitamins and dietary supplements to diagnostic devices and medical and other devices.
And the FUTURE as to what GSCF can do to improve trust in the self-care industry – which pulled together the main learnings from each of the above research strands.
There are 3 main challenges with such studies
The set up. Using different tools, approaches and considering different audiences, we built in a core set of common themes and questions surrounding the ‘DNA’ of trust for each study which also had a specific set of questions specifically for that view
Data integration and mining. Ensuring a rigorous holistic perspective through careful integration and comparison of data through to driver analysis to understand impact on people’s reactions and behaviours.
The use. Out of the researchers’ hands and is in the gift of the client. Data is a natural resource to be ‘mined’ but it is not an end in itself. To be of real value, data must lead to strategy, and strategy must lead to prioritisation and execution, which lead to impacts and outcomes. The GSFC engaged its multiple working parties of members and leaders to address the main findings highlighted in such a comprehensive study, and worked through a rigorous process of review, prioritisation, discussion, and agreement on action plans. The result was that the key findings of Echo’s Trust Audit were embedded into the GSCF’s Covid responses and the roll out of the International Self-Care Day on 24 July with the launch of the study’s White Paper. Strategically, the findings are also driving the development of an ethical code of conduct for the sector and a commitment to sound consumer education and greater support through to its focused global stakeholder engagement ahead. For the benefit of all.
Great use of research insights by a great client.
The on-demand recording of the webinar is in the AMEC Virtual Summit environment and accessible via this link.
Watch the Global Self-Care Federation's 'Advancing trust in the self-care industry' webinar below: