Australia towards 2020 event recap

Wednesday, August 10, 2016

Last Thursday night it was our privilege to co-host the Australia Towards 2020 Networking Event in partnership with our friends at Thrive PR.

Thank you to the Thrive team for hosting us in their wonderful Thrive360 space, Salts Meats Cheese for the divine grazing table and of course a big thank you to all those in attendance. For those who missed the night, here is an event recap. 

As guests arrived it was great to experience a time of networking with McCrindle and Thrive clients.

Mark McCrindle opened the night by looking back at the changes we’ve seen since this decade began, back in 2010. As we approach 2020, he uncovered some of the megatrends that are redefining Australia. Not only is our population growing, but we are also moving, ageing and transitioning generationally. Mark reminded us that to engage with the emerging generations that are digital, mobile, visual and social is vital, and that we need to not only understand the shifts taking place around us, but to respond to them and remain relevant in these ever changing times.

A copy of Mark's presentation from the event is available for download here.

Next we heard from Leilani Abels, Managing Director of Thrive PR on her insight into effective communications. Leilani reassured us that storytelling in marketing and communications will become more important than ever as we approach 2020, and that technology advancement will see storytelling take on new forms and levels of sophistication. Leilani reinforced the importance of analytics and measurement in marketing, the important role PR agent’s play in establishing this for clients, and that data will become the biggest production material in the future.

We then had a short time for questions with Mark and Leilani, and received some fantastic questions about the content of their presentations and how we can apply this as we approach 2020.

We’d like to say a big thank you to all of our valued clients and friends who attended the night. Be sure to look out for our upcoming Australian Communities Forum taking place in Sydney, and if there is anything we can assist with in the way of research or providing a keynote speaker, please don’t hesitate to get in touch!

About McCrindle and Thrive

McCrindle is a research based communications agency that conducts research across a range of industries. Thrive is a PR, media and digital agency assisting clients with traditional and online media activity. Throughout the year, McCrindle and Thrive work closely together to conduct consumer research for clients for product and brand positioning, helping organisations uncover insights and shape strategy.

A recent project that we recently worked on with Thrive was for Optus, to uncover the attitudes, behaviours and technology trends of Australian renters, to develop the Renter of the Future Report. This national research has been launched in partnership with Optus and their Home Wireless Broadband Internet offering, and revealed some interesting insights into who is renting, what defines their situation and what they are looking for in a rental property.

The report highlights that 3 in 10 renters are 'choice renters'. “There’s this idea that the great Aussie dream is to move into a home that you own and if you haven’t done that then the dream hasn’t come true for you. But with generational change that’s just not true. You’ve got a lot of people who are the choice renters because they prefer the lifestyle. And they themselves might be landlords so financially they’re rocketing ahead." - Mark McCrindle.

The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


A GLOBAL NATION WITH A PASSION FOR LOCAL

As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


AUSTRALIA’S SEASONAL PERSONALITIES

Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

THE HEALTH REVOLUTION

Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


VALUE SWAG: A NATION OF CREATIVE SAVERS

Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.


This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Australian Community Trends Study for the Not-For-Profit Sector: Models & Instruments Explained

Thursday, June 25, 2015

Not-for-profit organisations are invited to participate in the Australian Community Trends Report, a national, comprehensive research study of the sector, conducted by McCrindle and R2L & Associates.

This inaugural study will form the basis for a longitudinal study which will be conducted annual and provide a detailed analysis of the effectiveness, engagement and awareness of the not-for-profit sector. It will help not-for-profit organisations understand the Australian community – the emerging trends, the giving landscape and the current and emerging supporter segments. The Australian Community Trends Report will provide a clear analysis of the social context in which the not-for-profit sector is operating.

The snapshot of the external environment, the visibility of the community attitudes and perceptions, supporter engagement and satisfaction will be ascertained through a series of quantitative surveys and qualitative focus groups. The output will be visual, strategic and communicated through key models and instruments developed specifically for this Australian Community Trends Study. These models and instruments have been explained below.

Find out more about the Australian Community Trends Report Study here.

Giving Sentiment Matrix


The Giving Sentiment Matrix segments Australians and their preferred focus from a local versus global perspective, as well as the charitable purpose with which they best resonate, from advocacy and education to direct action. The matrix plots and quantifies Australians based on the national survey and overlays on these segments the positioning of Australia’s diverse charities.

It will identify 4 main segments which will be quantified and defined such as:

  • Global advocates
  • Community influencers
  • Local activists
  • Overseas participators

Blocker-Enabler Giving Grid


The Blocker-Enabler Giving Grid is a strategic communications tool for Australian not-for-profits to help them understand the blockers to giving and enablers which facilitate giving by Australians. These blockers and enablers developed through both the quant and qual phases of the Australian Community Trends Study are classified based on the emotional practical nature of them.

Net Promoter Score (NPS)


The best global, single measure, cross-industry comparable tool is the Net Promoter Score (NPS). The Australian NFP sector does not yet have an industry wide NPS against which individual charities can benchmark. This industry NPS will mean that individual organisations will now be able to see their score in the context of the overall sector rather than comparing to other industries.

Net Repeater Score (NRS)


The Net Repeater Score (NRS) is an effective measure of post-choice satisfaction and a powerful predictor of re-engagement. It supplements the NPS and is a more pure measure of individual engagement and overcomes the personality influences of promoter measures.

Net Culture Score (NCS)


One of the key assets of Australia’s NFP sector is the employer brand is the employer brand and rewarding workplace culture which is so attractive to the emerging generations of employees and volunteers. The Net Culture Score (NCS) will highlight the staff satisfaction and employee engagement which exists across the sector and which will provide an industry wide score for employer brand benchmarking purposes.

Australian Charities Leaders Snapshot


This scenario planning instrument analyses the key local and global trends impacting the Australian NFP sector. It is an environmental scan based on the DESTEL tool (Demographic, Economic, Social, Technological, Environmental, Legislative trends). Based on the perspective of the key leaders in the sector, it provides a forecast of the strategic trends that have significant impact and probability measures.

Engagement Funnel


The engagement funnel analyses the entrance points Australians have with NFPs. It measures the proportion who connect through the mass advertising and communications campaigns compared to those who resonate around the purposes and cause and those who connect with the organisational brand or charity. It analyses both the interactions that facilitate engagement and those that set this process back. It also helps show how those connected with a charity or organisation can be reactivated to connect with specific causes and campaigns.

McCrindle Participation Scale


The participation Scale tracks the journey of Australians who have an awareness of a charity. It defines the transition points from reluctancy and apathy through the stage of passivity to activity and advocacy. It defines the timeframes of these transitions, methods to best create movement along this scale and acts as a measure for organisations to track where their audience currently sits and how to further transition them.

Find out more about the Australian Community Trends Report Study here.


Sector Wide Not-For-Profit Study

Friday, May 29, 2015

The not-for-profit sector in Australia is at the very heart of our community and shapes and facilitates the values and spirit of our nation. From organisations that provide care and assistance to our nation’s most vulnerable, to those dedicated to providing aid and development overseas, to those who provide animal welfare, promote environmental causes, administer social welfare, and create community and belonging for Australians, the not-for-profit sector has an immeasurable impact on our society.

At McCrindle we conduct comprehensive research for many not-for-profit organisations. In these times of significant demographic growth, intergenerational transitions, rapid technological advancements and social change, the not-for-profit sector is faced with significant challenges in engaging with the new generations of supporters, identifying the most effective communication mediums and messages, understanding brand engagement and retention journeys of supporters and shaping a culture internally and externally to attract, engage and retain staff.

These trends are impacting the entire sector, and so the Australian Community Trends research study provides the opportunity for the sector as a whole to gain an understanding of the changes and practical strategies to respond.

Through conducting an industry wide study, participating organisations will benefit from the aggregated data which will identify trends and provide a comprehensive framework for understanding the behaviours of Australians when it comes to engaging with not-for-profits. Participating organisations receive their own data which can be then benchmarked against the national data. As well as adding significant breadth and depth to the strength of the research, this collaborative approach to an industry wide study will also provide valuable thought leadership material which will promote the work of the sector as a whole. The combined approach also allows for significant research to be conducted for organisations at a fraction of the price of a standard research project.

Partnering with McCrindle for this inaugural Australian Community Trends study is R2L, one of Australia’s leading not-for-profit fundraising and advertising agencies who bring a wealth of experience and expertise in helping not-for-profits strategically engage with their stakeholders.

More about the Australian Community Trends national study can be found here.

In summary, the research will involve 4 stages:

  1. A Nationally representative survey of 1,500 Australians which covers the key giving behaviours and awareness of organisations.
  2. Four qualitative focus groups will be run to expand on the survey findings and to provide greater context for them.
  3. A supporter survey will be run of your donors and their perspectives on giving, communication, future engagement.
  4. A survey of your internal stakeholders will be run including leaders and staff in your organisation to better understand their position on some of these issues.


For more information about the study please click here or contact Kirsten Brewer on (02) 8824 3422 or kirsten@mccrindle.com.au


Welcome to McCrindle Research Rooms

Friday, November 14, 2014

As social researchers, we understand the importance of research in informing the strategic direction of organisations. Understanding your customer and client base is key to this – so organisations who invest in research often thrive as a result, because changes and adaptions have been tested in and amongst their communities, consumers and clients. A core methodology to understand customers and clients is through qualitative focus groups – and here at McCrindle not only do we conduct this research, we also make our research room facilities available to others for hire.

McCrindle Research Rooms



McCrindle Research Rooms are fully equipped with all that you need to successfully conduct your focus groups, with a one way mirror, viewing room and recording facilities available.


Some other great features of our Research Rooms include:

• A great, convenient and easily accessible location

• Low price and great value

• No cancellation fee


For further information, head to researchrooms.com, or give us a call on 02 8824 3422.

If you would like to make a booking, please email through to kirsten@mccrindle.com.au


We look forward to welcoming you to our research rooms soon!

Research that tells a story

Friday, May 30, 2014

Our passion is conducting research that lives and tells a story. 

Only when research is seen and interacted with does it truly makes a difference, and none have made research come alive better than the visionary team at Freedom Foods and the creative geniuses at Analog Folk, bringing the Good Food Karma Index to life based on McCrindle's mathematical algorithm, national surveys, data analysis and research visualisation.

We love seeing our research tell a story – and who doesn't like a story about food? Check out the infographic below for state versus state and male versus female stats, Australia's latest food facts, and a description of Australia's four food personalities. 

Embed this infographic

Watch the Good Food Karma Video

In a world of big data-we’re for visual data. We believe in the democratisation of information-that research should be accessible to everyone not just to the stats junkies. We’re passionate about turning tables into visuals, data into videos and reports into presentations.

As researchers, we understand the methods, but we’re also designers and know what will communicate and how to best engage.

Visit researchvisualisation.com for more info, and click here to discover how the Good Food Karma Index was derived.

10+ Hours of Digital Media [Interview]

Tuesday, August 13, 2013

A recent McCrindle Research report, Australia: The Digital Media Nation, reveals that Australians are spending 10 hours and 19 minutes each day on digital media platforms. 

While over 10 hours of media consumption per day might seem like an incredibly long period of time, social researcher Mark McCrindle in this live radio interview, explains that it is not, in fact, almost an entire day.



Chronologically the time is in fact more like 7 hours, created by multiscreening behaviours. Australians might spend time on their smartphone while watching TV, or answer phone calls while browsing the internet.

Mark also explains that Australians don’t segment their time – that is why Australians have the ability to package such a large number of digital media hours each day. We don’t plan on setting aside 7 hours per day on digital media, but might use social networking at lunchtime or browse the web sporadically throughout the day. Timeshifting and multitasking are adding to our digital media hours of consumption.

Mark delves into the differences in findings across the generations from the McCrindle Research report. Older generations tend to prefer the TV, while the younger generations prefer online browsing via PCs and their smartphones.

While there are a number of benefits with the range of digital media channels available, Australians also seem to be addicted to digital media consumption – people can lose time for reflection and forward planning, and a hyper-drive pace of life can be created which can interfere with sleep and normal patterns of life.

Mark comments on the changing face of media including the fragmentation of digital mediums – while broadcast media has struggled as individuals move to new platforms, viewers are being empowered to interact with programs at a whole new level – tweeing while watching television or reposting news articles to social media platforms.


Listen to the full interview as Mark McCrindle discusses Australia’s digital media consumption on Brisbane’s 96.5 FM on 13 August 2013. 

Gen Y at Work: Rewarding the Global Generation

Tuesday, July 30, 2013

Gen Y at work: Rewarding the global generation | Blog | Australian Communities ForumGeneration Y is the most educated, entertained and materially endowed generation in history, with a novel perspective on work that makes attracting, engaging and training them a challenge for employers to get right. High turnover rates among the emerging generations have posed questions around remuneration and how much is right to engage this flighty cohort.

The global outlook of Generation Y and their desire to travel, fused with their focus on lifestyle and priority focus on work-life balance give insights into how managers can best engage with them. Remuneration remains a key factor in the equation, but it is just one of many retention factors, and by no means the primary one.


Getting remuneration right:
a critical issue


Even in the aftermath of the Global Financial Crisis, the attraction and retention of good staff is still a key issue and a growing one as we face growing labour demand in a recovering economy and declining labour supply with an ageing demography.

The ageing of populations and with that, workforces is a challenge across many developed countries. The median age in Japan, Germany and Italy is 44; in France and the UK it is around 40, and in Australia and the United States it is hovering around 37. In Australia we are approaching the point of “peak labour” - where there will be more full time employees retiring from the workforce than there will be younger people entering it. Indeed Australia’s population is growing by more than 300,000 per annum however the increase in the working age population is less than half of this.

Therefore filling skills shortages, ensuring talent recruitment is taking place, dealing with leadership succession, and developing young staff are all essential functions for managers wishing to “future proof” their businesses.

Adding to this strain of attracting employees are the retention challenges faced by many employers, with Generation Y leading the revolution of job churning and career changing. In Australia, our annual turnover rate of 15 per cent per annum means that the medium length of time people stay in their roles is three years and four months. If this trend continues throughout the worklife of Generation Y, they will have 17 different employers and five separate careers during their lifetime (that’s allowing for Gen Y workers entering the workforce at 19-20 and finishing work at 79-80 years of age). In this climate, it’s not only the recruitment and retention that is important, but also re-recruitment. Keeping in contact with departing talented workers has proved very useful for many managers who have been able to re-employ members of this boomerang generation.


Attracting the new generations


Generation Y don’t seek a job as much as they seek an opportunity. They have multiple expectations of an organisation. It isn’t just the job description, but the workplace culture, the variety, fun, training, management style, and flexibility that drives them. In light of this, it is not enough to focus only on financial benefits as a tool of attraction and retention.

We have conducted many studies of young job seekers, we have surveyed thousands of working Australians and conducted dozens of focus groups and interviews with Generation Y investigating the employment factors which attract and retain them and the results of the different studies concur: the size of the employer and or the recognition of the employer brand did not define an employer of choice but rather the job opportunity and challenge, varied role and career pathway, workplace culture, lifestyle benefits, management style, and work-life balance. These were factors often offered by small employers and non-profit organisations, not just larger corporates. Interestingly, salary alone wasn’t the main drawcard, and out of the many interviews remuneration was mentioned less than these non-monetary factors and rewards.


Moving past traditional incentives: retaining Generation Y


Generation Y has grown up in a world where everything is incentivised. Customer loyalty is bought with frequent buyer programs, points, or discounts. And accordingly, so is employee loyalty. By understanding and meeting their needs, motivating through relevant reward and recognition strategies, better retention can be achieved.

Flexibility to study, travel and achieve work-life balance is a basic expectation of new job seekers.


Flexibility to study


Generation Y is the most formally educated generation in history – a title they are set to keep long term with many predicted to return to formal study multiple times in their lifetime. Indeed, the 21st century life is rarely linear and sequential. Life stages were once clearly defined, starting with education, followed by work and perhaps after a career change or two, retirement. Today, the education phase extends well into adulthood, and throughout the work life. The multiple career paths taken by Generation Y will lead them to retrain several times, with an increasing likelihood to take their careers overseas. Flexibility to study is therefore crucial for this cohort.


Flexibility to travel


Generation Y | Rewarding the Global Generation | Flexibility to travel | Australian Communities ForumHaving grown up in culturally diverse landscape, where 1 in 4 Australians were overseas-born, it is no surprise that Generation Y is globally connected. New technology and social media allows them to network with friends around the globe, while cheap travel allows them to travel overseas not just interstate.

With a focus on lifestyle rather than just wealth accrual, Generation Y is spending more time living at home, delaying some of the traditional benchmarks of adulthood such as buying their first home, marrying, or starting a family. Nearly 1 in 4 Australians (23%) aged between 20-34 continue to live in the parental home. Of these, nearly half have moved out and returned again with most (52%) lasting less than two years before returning home. For the majority of these, their decision to move back in is often financially motivated.


Flexibility and work life balance


Workers today look to have multiple needs met at work. Of course, working is about achieving task outcomes and receiving financial rewards, but for Gen Y it is also about fun, social connection, training, personal development, greater fulfilment and even environmental sustainability. A job for Gen Y is more than just delivering a fair day’s work for a fair day’s pay. They have an expectation that it will also help them achieve social, training, and lifestyle goals as well.

Gen Y employees need to feel that their jobs are equipping them for the future, that they are being invested in and valued. The increase in workplace ping pong tables, lunchrooms equipped with coffee machines and sandwich makers, and work meetings held in the local cafe highlight the recognition of staff wellbeing, team engagement and activity-based working in achieving better retention and commitment. The favour is likely to be returned as well – with the advent of technology Generation Y is likely to be found checking their work emails frequently out of hours, as well as working on the weekends as well.

It is self evident that every business, team and brand is just one generation away from extinction. Only by recruiting and engaging with the next generation of employees will we maintain an innovative outlook, a relevant workplace culture and a future proof organisation. Oh, and it will probably be a dynamic and fun place to work too.

Post by social researcher Mark McCrindle.

Our Strategic Research Model

Thursday, June 13, 2013

The McCrindle Research Strategic Research™ Model is a holistic approach to market research which ensures that the findings are actionable and the insights have strategic impacts. The eight phases to our Strategic Research Model begin with the areas covered by traditional research but take the research data and apply it to the business operations. Data and research is an asset, yet many organisations end up warehousing this valuable asset because it has not been designed functionally, communicated effectively, nor implemented strategically.


The massive problem with a warehoused research asset is that it ages and depreciates quickly to the point that the investment in this significant research becomes largely wasted. Our methodologies and experience show that with a small investment in clever design, innovative communication of the findings and strategic facilitation can maximise the research investment and transform products, operations and organisations.


The eight stages of our strategic process are:


1. Briefing


Good research asks good questions, and this begins at the briefing stage. The history, the context and the current needs inform and shape the process.


2. Planning


While we’re known for our innovative output forms, it’s our innovative research methods and effective research process which ensure actionable outcomes.


3. Scoping

From environmental scans to industry assessments, from demographic analysis to reviewing existing reports, our approach is to maximise the existing research assets.


4. Researching


Conducting research, whether it be qualitative, quantitative, ethnographic or meta-analysis, is central to our process- it is the core, but it’s not the whole.


5. Analysing


Our focus of building the bridge between the research data and the business operations, enables us to multi-layer the data, identify the patterns and develop the insights.


6. Communicating


When research tells a story, when it can be seen and not just read, when it is communicated in accessible and understandable ways, only then can it be understood across the organisation and applied to make a difference.


7. Implementing


Research is not an end in itself, but conducted so that answers can be found, improvements made, consumers identified and solutions applied. Through our report recommendations, strategy sessions, staff workshops, communications collateral, video summaries and ongoing strategic consulting, we ensure the research becomes a growth asset not a cost.


8. Reviewing


Our strategic research model is focused on adding value and ensuring that the research has an ongoing impact for our clients. And this is assisted through our long term commitment to ongoing engagement and review process.


Want to know more? Download our Strategic Research Model:

Click here to download this file





The McCrindle Consumer Trends Wheel

Tuesday, June 11, 2013

The McCrindle Research Consumer Trends Wheel is our proprietary device for assessing the impact of 6 key areas on existing or prospective consumers. Demographical, social, generational, financial, technological and attitudinal factors are analysed in this consumer trends scan process. Here is a general example with some of the key impacts transforming today's global consumers. For individualised or targeted consumer trends analysis, do not hesitate to get in contact.


Click here to download the McCrindle Consumer Trends Wheel:

Click here to download this file





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