Understanding Japanese Attitudes towards Automobiles and Climate Change for Effective Campaigning
Our client, an independent campaigning organisation, was planning to raise awareness of the negative impact of car options available in Japan on Global Climate change. To create a relevant campaign that activates the general public’s support of the client’s mission, the project team needed to learn about common mindsets and attitudes among Japanese related to the automobile topic and its correlation with Global Climate Change. Further, the client wanted to test various directions of information framing to inform their strategy and communication planning.
Our Work
- Quantitative survey among the general population with applied criteria of client-defined segments, including an evaluation of communication directions and information types
- Secondary research to provide some context around the data collected via the online survey
The Outcome
Insights into the usage and attitudes towards cars, sentiments regarding the automobile industry, perceptions of major Japanese manufacturer brands and their initiatives to reduce greenhouse gas emissions. Additionally, it shed light on consumers’ awareness and understanding of next-generation vehicles, their willingness to purchase them, and the correlation between gasoline-fuelled vehicles and greenhouse gas emissions, alongside attitudes towards Global Climate Change and its urgency.
“Thank you very very much for everything! It’s excellent to have a good chunk of solid data/analysis to work with. This is exactly what we need to build the base of our campaign and what we will be shaping our outputs around from here.”
– Client Voice