1 canadian and u.s. public opinion in the face of iraq presented to pmrs – ottawa chapter april...
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Canadian and U.S. Public OpinionIn the Face of Iraq
Presented to PMRS – Ottawa ChapterApril 24, 2003
Richard Bennett – Senior ConsultantGPC Research
2
Introducing GPC International
Fleishman-Hillard is GPC International’s parent company, located in St. Louis
GPC Research is part of GPC International GPC Research is located in Ottawa and is a full
service market research company 60 CATI station field center New focus group facility
3
Research Methodology
Research is a result of a partnership between Wirthlin Worldwide and FH/GPC
Trade Winds I and II National Quorum 1000 American adults were interviewed by
phone March 21-24 (War in Iraq underway) and April 9-12, 2003 (US enters Baghdad)
Unique sample of respondents in each survey Results are projectable to the entire U.S.
population within a ±3.1% margin of error at 95% confidence level
4
Aim and objectives
Explore American attitudes towards international products and companies since the start of the war with Iraq Interest in and knowledge of war/terrorism Investment purchasing Changes in purchasing behaviour Awareness of foreign brands Foreign product substitution Support for International organizations Demographics
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Key Highlights
1. Tuned-in and turned-on2. Good old days are long gone3. “Freedom Fries” are just the beginning4. UN, NATO, persona non grata5. In the end, it’s still about the Economy
Unless indicated all charts are based on total sample
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Interest in the War in Iraq
How interested are you in following the events that are happening in the war in Iraq and the war on terrorism?
3
24
73
3
26
71
Not at allinterested
Moderatelyinterested
Very interested
Apr-03Mar-03
8
Informed about the War in Iraq
How informed do you feel you are about the events that are happening in the war on Iraq and the war on
terrorism?
5
43
52
5
43
52
Poorlyinformed
Moderatelywell informed
Very wellinformed
Apr-03Mar-03
43% are both “very interested” and “very well informed”
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Military action and further acts of terrorism will lead to…
Do you think military action will lead to fewer/ more acts of terrorism against US citizens?
40
5
53
42
4
52
Fewer acts ofterrorism
No difference
More acts ofterrorism
Apr-03Mar-03
11
When will “things”get back to normal
How long do you think it will take for things to get back to normal?
24
20
21
27
6
12
21
29
33
5
Less than 6months
6-12 months
2-3 years
More than 3years
Never go back
Apr-03Mar-03
62
12
Doing things differently due to concerns over terrorism
Have you modified your behaviour with respect to any of the following based on concerns about terrorist attacks
in the US?
9
13
16
25
90
87
84
75
Traveling toand from work
Visitingshopping
malls
Drop off/ pickup kids from
school
Traveling forbusiness or
pleasure
Yes No Apr-03
13
Business and Personal travel postponed
Have you cancelled or postponed a personal or business trip to…?
4
3
4
96
97
96
Canada
Germany
France
Yes No Apr-03
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Americans are also avoiding
Are you more/ less likely to engage in the activity or find the activity more/ less appealing?
8
11
13
36
49
47
59
54
54
47
44
30
33
10
4
Flyingcommercially
Planning vacations
Making largepurchases
Buying from Britainand Spain
Buying American
More About the same Less Apr-03
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Favouring products and companies from different countries
Have recent events caused you to become more or less favourable towards the companies and products that
come from…?
60
41
29
18
13
14
32
35
29
22
25
25
35
52
64
Britain
Spain
Canada
Germany
France
More favourable Neither Less favourable Mar-03
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Likelihood of trying a substitute product
How likely are you to try a substitue product for one you've previously bought that is made in or by a company from…?
13
17
15
19
23
19
36
31
32
25
23
22
19
20
22
22
16
19
31
31
31
33
37
39
Canada - March
Canada - April
Germany - March
Germany - April
France - March
France - April
Very Likely Somewhat Likely Not too likely Not at all likely
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Product substitution plays out – a little
Have you substituted a product for one you've previously bought that is made in…?
8
9
15
91
92
85
Canada
Germany
France
Yes No Apr-03
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And the future holds….
How long do you expect that you will continue to substitute for these products?
5
3
9
9
12
63
DK/ NS
<3 months
3 to < 6months
6 months to <1 year
1 year to < 2years
> 2 years
Apr-03
20
Canadian brands affected (TOM)
Tell me all the Canadian brands, products or companies that you are aware of in the US?
67
1711
111
222
233
34
DK/ NS
Other
TD Waterhouse
LearJet
Canadian Club
Moosehead
Bombardier
Molson
Lumber
GM
Ford
LaBatts
Water
Canada Dry
Air Canada
Asked of those who mentioned they substituted a product for one they previously bought (n=80)
Apr-03
21
Products associated with Canada (SOM)
Tell me which country you most closely associate the following product wih?
12
13
13
17
24
30
49
68
79
90
Bombardier
Sun Life
TD Waterhouse
Ski-doo
Labatts
Molson
Moosehead
Canada Dry
Canadian Club
Air Canada
Apr-03
22
Concern over boycotts hurting the US
How concerned would you say you are the US boycotts of French, German or Canadian products will hurt the US employees of these companies and employees of their
suppliers?
16
25
39
19
Not at allconcerned
Not tooconcerned
Somewhatconcerned
Veryconcerned
Apr-03
58
24
Support for International Community
Have recent world events made you more/ less supportive of these international organizations?
16
29
31
26
15
8
25
19
10
17
NATO
United Nations
Much less Somewhat less No impact Somewhat more Much more
Apr-03
25
Support for Economic Cooperation and Free Trade with…
Has recent world events made you more/ less supportive of economic and free trade with…?
13
33
35
34
18
12
24
14
10
6
Canada
France andGermany
Much less Somewhat less No impact Somewhat more Much more
Apr-03
27
Investor confidence continues to decline
How confident are you in the security of your investments?
6
7
14
45
28
9
11
15
40
25
DK/ NS
Not at allconfident
Not tooconfident
Somewhatconfident
Very confident
Apr-03Mar-03
65
73
28
Investments also decline
Which types of long term financial services investment products do you own?
20
15
24
24
26
32
38
39
45
45
27
13
19
20
20
32
31
35
38
42
None
Annuities
Other mutual funds
MM funds
Bonds
Stocks
Life Insurance
MF's which invest in stocks
IRA (Roth/ Regular)
401k/ 401b
Apr-03Mar-03
29
Sentiments affect investment decisions
I f you were buying stocks now, how much influence would the fact that a company were French, German or
Canadian have on your decision whether or not to purchase the stock?
25
19
27
28
No influenceat all
Very littleinfluence
Someinfluence
A great dealof influence
Apr-03
55
30
Key Highlights
1. Americans are tuned-in and turned-on• American consumers (esp. higher educated-
higher income) are interested and informed about the war and terrorism and are fighting it on the home front
2. The good old days are long gone• The war and terrorism has changed the way
Americans think and act. They are traveling, investing and purchasing less and they say it may be a while before things are back to normal
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Key Highlights
3. “Freedom Fries” are just the beginning• The intention to substitute for French, German
and Canadian products is real, the follow through has yet to happen but the resentment remains strong. Fortunately brand awareness of Canadian products is very weak
4. UN, NATO, persona non grata• Support for International institutions and
countries opposed to the war in Iraq is low5. In the end, it’s still about the Economy
• Investor confidence is weakening, LT financial investments are in decline and where a company is from may affect an investors decision to invest