Why did we field this research?
We fielded this research in response to the unfolding crisis in Ukraine to help everyone understand the concerns, reactions and attitudes surrounding this conflict. We chose three areas to focus on:
- Worries and concerns
- Expectations about how organizations should respond
- Channels people are using to stay informed
Who is this research for? Do I need to pay for access?
This research is for everyone. It’s free for anyone who wants to use it, regardless of whether you’re a GWI client or not.
Which countries were included in the study?
We included 21 countries in this research: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Poland, Romania, Singapore, South Africa, South Korea, Spain, Sweden, Taiwan, Turkey, the UK and the US.
These countries were chosen to ensure a wide geographic perspective on events, but they also reflect where we could collect robust samples as quickly as possible. We chose some European countries based on their geographical proximity to events.
Who took part in the research?
All respondents had previously completed our Core survey, meaning users with access to GWI Core can compare questions across the two studies. This means you can compare the results from this study with the demographic, psychographic and behavioral data contained in GWI Core.
How long was the study?
The questionnaire was a 10-minute online study that respondents were able to complete via any device.
How did we respect the sensitivity of the subject?
We strived to keep the questionnaire as respectful and appropriate as possible, and thought very carefully about the topics covered and the wording used.
Before starting the survey, respondents were informed that it contained questions about the Ukraine conflict and asked to confirm that they were happy to progress. Where appropriate, we also ensured that questions had a “prefer not to say” or comparable option.
Prior to launching, we consulted with all of our fieldwork partners to ensure that they were comfortable with the questions. We made some minor wording changes as a result of their feedback.
After careful consideration, we felt it appropriate to include questions around what people want to see from brands in response to the conflict. Given the fast-moving and unpredictable nature of events, we are aware that this is a question being asked by many companies and felt that global data would help to tackle the uncertainty.
When was the fieldwork?
Due to the nature of the situation, we strived to field this research as quickly as possible. Fieldwork in English-speaking markets was conducted between 4-7 March, while fieldwork in non-English-speaking markets took place between 7-14 March. This was to allow all questions to be translated and checked.
Why do countries have different sample sizes?
We wanted to collect data as quickly as possible and selected target sample sizes accordingly. We’re confident that all samples are representative, and that they’re robust enough to give perspective on events. Although there are some countries where we’d ideally collect larger samples, we felt it appropriate to prioritize speed of release and provide as up-to-date a view as possible of people’s perceptions of this rapidly unfolding event.
Will we run further waves of this study?
At the moment, we’re unable to say whether we’ll repeat this research. It’s our sincere hope that the conflict is resolved quickly. But we will continue to assess the situation on a regular basis, and determine if it’s appropriate to field further research in this way.
Why was the survey not fielded in Ukraine?
There were two main reasons. On a practical level, Ukraine is not currently included in our Core research. But more importantly, we felt it could be inappropriate to ask Ukrainians to try to complete research in the midst of the terrible events that have been unfolding there, and that for many, it would simply be impossible.
Why was the survey not fielded in Russia?
We explored the possibility of running this research in Russia. At this time, however, our fieldwork partners are unable to accept surveys that have any form of content that could be deemed as “political” and, due to the fast-changing situations, we chose not to field research that had the potential to put anyone at risk.
Will we still be conducting other research in Russia?
Yes. GWI exists to help humans everywhere understand each other. We strive to represent the attitudes and behaviors of people across the world, and we believe it’s important to continue representing the Russian population, despite the actions of their government.
Logistically, it remains possible to field research in Russia and our fieldwork partners don’t foresee any imminent change to this situation.