Ben Marshall and Matthew Taylor presented at the Government Communication Network's free event "Britain 2012: Who Do We Think We Are?" in central London. They used our Britain 2012 research to discuss the range of fit-for-purpose communication and research tools to make sense of, and change, society.

1. @IpsosMORI @BenM_IM @MattTaylor_IM
ben.marshall@ipsos.com matthew.taylor@ipsos.com
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2. The mood of the nation: a moment of change? 2
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3. A game changer? 3
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4. The feel-good ‘bounce’ beat expectations 4
Q. What effect, if any, do you think the 2012 Olympics will have / has had on…?
% very/slightly negative effect % very/slightly positive effect
…the mood of 11 25 64 30 Nov-6 Dec 2011
the public
6 8 86 10-13 August 2012
…the way 8 29 63 30 Nov-6 Dec 2011
Britain is viewed
by the rest of 10-13 August 2012
the world 5 17 78
Base: c1,000 online interviews, adults 16-75 in GB, 30 Nov-6 Dec 2011, 10-13 August 2012 Source: Ipsos MORI for British Future
© Ipsos MORI

5. A cultural reference point 5
“
We can deliver. We can do big things. The
Olympics reminded us how great it feels to
be successful…
You know, I've spent three years trying to
explain the Big Society...they did it beautifully
in just three weeks.
“ ”
We just think about the Olympics and Paralympic
games. It was a triumph for Britain…Mo Farah. A true
Brit. And a true hero for our country.
We succeeded because of the outstanding
volunteers, the Games Makers who are here with us
today, all 70,000 Games makers. They put a mirror
up to Britain and showed us the best of ourselves..
© Ipsos MORI

6. Our polls: 11 point Labour lead since May… 6
Q. How would you vote if there were a General Election tomorrow?
2010 UK recession Euro veto Local elections
General 2010 Q4 Dec 2011 2012
50 Election
40
30
20
10
0
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Base: c. 1,000 British adults each month through June 2008; c. 500 British adults thereafter Source: Ipsos MORI Political Monitor
© Ipsos MORI

7. Sustained economic pessimism… 7
Q. Do you think that the general economic condition of the country will improve, stay the same or
get worse over the next 12 months?
40
+28 +23
Index (get better minus get worse)
20
0 -9
-20
-40 -46
-48
-56
-60 -64
-80
Sep-97
Sep-98
Sep-99
Sep-00
Sep-01
Sep-02
Sep-03
Sep-04
Sep-05
Sep-06
Sep-07
Sep-08
Sep-09
Sep-10
Sep-12
Sep-11
Jan-97
Jan-98
Jan-99
Jan-00
Jan-01
Jan-02
Jan-03
Jan-04
Jan-05
Jan-06
Jan-07
Jan-08
Jan-09
Jan-10
Jan-12
Jan-11
May-97
May-98
May-99
May-00
May-01
May-02
May-03
May-04
May-05
May-06
May-07
May-08
May-09
May-10
May-12
May-11
Source: Ipsos MORI Political Monitor
Base: c. 1,000 British adults each month Source: Ipsos MORI Political Monitor
© Ipsos MORI

8. Unemployment
Europe/EU
Source: Ipsos MORI Issues Index
8
Economy
Sep '12
Jun '12
Mar '12
Dec '11
Sep '11
Jun '11
Mar '11
Dec '10
Sep '10
Q. What do you see as the most/other important issues facing Britain today?
Jun '10
Mar '10
Dec '09
Sep '09
Jun '09
Mar '09
Dec '08
Sep '08
Jun '08
Mar '08
Dec '07
Sep '07
Jun '07
Mar '07
Economic and unemployment worries
Dec '06
Sep '06
Jun '06
Mar '06
Base: representative sample of c.1,000 British adults age 18+ each month
Dec '05
Sep '05
Jun '05
Mar '05
Dec '04
Sep '04
Jun '04
Mar '04
Dec '03
Sep '03
Jun '03
Mar '03
Dec '02
Sep '02
Jun '02
Mar '02
Dec '01
Sep '01
Jun '01
Mar '01
Dec '00
Sep '00
Jun '00
Mar '00
Dec '99
Sep '99
Jun '99
Mar '99
Dec '98
Sep '98
Jun '98
Mar '98
Dec '97
Sep '97
© Ipsos MORI
Jun '97
70
60
50
40
30
20
10
0

9. ‘Priced-out’ yes, but job security key barrier to buying 9
Q. Which 2 or 3 of these, if any, do you think are the main barriers to people in
general being able to buy a property?
All LA/HA tenants
Raise deposit 58%
50%
Job security 56%
59%
Household finances 31%
39%
Availability of mortgages 31%
19%
Rising property prices 20%
23%
Concerns - interest rate rises 12%
11%
Fees and costs of buying a… 12%
13%
Falling property prices 10%
6%
Level of stamp duty 6%
4%
Shortage of the right type of… 5%
4%
Shortage of property for sale 5%
6%
Don't know 3%
4%
Base: 1,960 British adults 16+, 22-28 June 2012 Source: Halifax/Ipsos MORI Housing Market Confidence Tracker
© Ipsos MORI

10. But downbeat: a ‘lost generation’? 10
Q. When they reach your age, do you think your children will have a higher or lower quality of
life than you, or about the same?
% Higher % Lower
November 2011
23 42 35
April 2003
43 45 12
Base: 1,006 British adults aged 18+, 19th-21st November 2011 Source: Ipsos MORI
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11. Hysteresis 11
A year of youth unemployment reduces
“ earnings 10 years later by about 6% and
means that individuals spend an extra
month unemployed every year up to their
mid-30s.
These effects diminish slowly in later adult
life but are still present well into peoples'
40s..
Professor Paul Gregg and Lindsey Macmillan,
http://www.bbc.co.uk/news/business-16156849
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12. But young believe own hard work will determine destiny 12
Q. Which one of these sentences do you agree with the most?
Not stated
Neither of these
3%
It doesn’t matter how hard you 9%
try, you’ll only be successful in 5%
life if you’re from the right
background
84% It doesn’t matter what
background you’re from,
anyone can be a success in
life if they try hard enough
Base: 2757 11-16 year olds Source: Ipsos MORI Young People Omnibus (Jan – April 2012)
© Ipsos MORI

13. Moving towards individualism (slowly)? 13
Q. People have different views about the ideal society. For each of these statements, please tell
me which one comes closest to your ideal.
% A society where individuals
70 are encouraged to look after
themselves
60 58 57
51 51 51
50
49 49 49
40
42 43 A society which emphasises
30 the social and collective
provision of welfare
20
10
0
Base: c. 1,000 British adults – re-percentaged to exclude don’t knows Source: Ipsos MORI
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14. Against welfare… 14
“The government should spend more money on welfare
benefits for the poor, even if it leads to higher taxes”
70%
Agree
60%
55%
50%
43%
40%
30%
22%
20% 27%
10%
Disagree
0%
1987 1989 1991 1993 1994 1995 1996 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Source: Ipsos MORI analysis of BSA data
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15. Cohort not lifecycle effect… 15
Total % agree government should spend more on welfare
60%
54+
50% 61+
40% 33-53 65 +
40-60 44-64
30%
19-32 30-43
20%
25-38
10%
29 and below
0%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Pre war (before 1945) Baby boomers (1945-65) Generation x (1966-1979) Generation y (1980-2000)
Base: c.2,000-4,000 GB Adults for each wave of British Social Attitudes Survey Source: Ipsos MORI analysis of BSA data
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16. Complex
Britannia
reigns
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17. Britain: progressing but breaking 17
Progressing
Breaking
Source: Ipsos MORI Britain 2012
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18. Proud but backward-looking 18
“I would like Britain to be the way it used to be”
% Strongly disagree % Tend to disagree % Tend to agree % Strongly agree
15 11
21 20 21
25
31 26
39 40
40 36 31
30
22
7 10 12 13 6
1994 1996 1998 2000 2002 2004 2006 2008
Source: Ipsos MORI Real Trends
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19. Looking ahead: pessimism reigns 19
Q. Looking ahead 6 months from now, do you expect the economy in your local area to be much
stronger, somewhat stronger, about the same, somewhat weaker, or much weaker than it is
now?
Total 24%
67%
Saudi Arabia 57%
54%
Argentina 44%
39% % Much stronger /
Mexico 39%
Somewhat stronger
31%
Turkey 25%
25%
*Denmark 22%
21%
Germany 20%
18%
Poland 16%
15%
South Korea 15%
14%
Spain 14%
12%
Sweden 10%
9%
Great Britain 9%
8% A Global @dvisor – June 2012 – G@33 The Economic Pulse
Hungary 7%
c500-,1000 online adults per country 16/18-64
7%
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20. The UK is a good country in which to invest... 20
Q. Taking into account all the things which you think are important, how favourable or
unfavourable is your overall opinion or impression of the UK – is a good country in which to
invest
Favourable Unfavourable
Hungary 69% 5%
South Africa 66% 9%
Mexico 63% 4%
Indonesia 62% 3%
Brazil 59% 9%
Poland 59% 6%
Turkey 58% 9%
S. Arabia 54% 11%
Argentina 52% 13%
China 51% 10%
Russia 51% 9%
India 49% 14%
Italy 36% 17%
Canada 33% 14%
South Korea 31% 17%
Spain 30% 19%
US 30% 13%
Australia 24% 24%
Great Britain 24% 32%
Germany 21% 25%
Sweden 21% 22%
Belgium 20% 27%
France 18% 32%
Japan 15% 30%
Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010
© Ipsos MORI

21. …and makes a positive difference 21
Looking ahead 6 months from now,things which the economy in important, how favourable or
Q. Taking into account all the do you expect you think are your local area to be much stronger,
somewhat stronger,is your overall opinion or impression ofweaker than it is now?
unfavourable about the same, somewhat weaker, or much the UK – makes a positive difference in
the world
Favourable Unfavourable
South Africa 63% 7%
Indonesia 60% 7%
India 59% 9%
Brazil 58% 8%
Poland 58% 7%
Hungary 57% 7%
Mexico 54% 7%
China 51% 9%
Saudi Arabia 49% 20%
US 45% 7%
Argentina 45% 18%
Canada 44% 8%
South Korea 43% 8%
Australia 42% 12%
Russia 41% 9%
Turkey 40% 17%
Italy 38% 14%
Great Britain 36% 22%
Spain 32% 17%
Sweden 28% 21%
France 26% 20%
Germany 22% 22%
Belgium 21% 23%
Japan 15% 22%
Base: c.500 - 1,000 residents aged 16-64 (18-64 in the US and Canada) in each country; July 2010
© Ipsos MORI

22. We are (rightly) self-aware of some characteristics 22
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23. But what of achievement? 23
Q. Which 2 or 3 would you pick out as areas where Britain is strongest/ weakest compared with
other countries?
Inputs
New
inventions/ Primary
University Cultural Entrep’ship & secondary Language
innovation Manufacturing
Education diversity Design leadership educ’ skills
New
Engineering technology system Transport
35 Management network
22 7 6 5 3
11 11
0
-19 -19
-45
Outputs
Television Tourists Fashion Architecture Banking/ Sport PharmA Retail Luxury Film Construction Motor
attraction finance goods industry
25 23 9 8 8 7 3
12
-4 -5 -22
-8
Base: 1,003 British adults, 25-31 May 2012 Source: Ipsos MORI / Design Council
© Ipsos MORI

24. We’re also not sure what want from Government 24
Q. To what extent do you agree or disagree with each of the following statements:
Many think government has done too much, but worry about the vulnerable is increasing
% Strongly Agree % Agree % Disagree Strongly Disagree
In recent years government June ‘12
and public services have tried
32 33 15 8
to do too much, and people
should take more
responsibility for their own May ‘10 31 33 13 7
lives (Base: 515)
I am worried that government
and public services will do too June ‘12 30 38 14 5
little to help people in the years
ahead (Base: 490)
May ‘10 19 31 19 8
Base: c500 British adults, 9 – 11 June 2012 Source: Ipsos MORI
© Ipsos MORI

25. Cognitive polyphasia: government intervention 25
Please read each pair of statements and decide which comes closest to your own opinion
Agree much Agree much
NA
more with A more with B
1 2 3 4 5
A: It is the B: The
government's government
responsibility to should not get
influence 20 19 28 12 17 involved with
people's interfering in
behaviour to people's
encourage lifestyles
healthy
lifestyles
2012: approx. 2000 2012: Ipsos MORI Omnibus September
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26. Cognitive polyphasia: localism 26
On the one hand, the public
support quite radical On the other, they want
approaches to greater local fairness, despise the
control postcode lottery and want
uniformity of standards
© Ipsos MORI

27. Monarchy or republic? 27
Q. Would you favour Britain becoming a Republic or remaining a Monarchy?
80
77%
70
Monarchy
60
50 Death of
Princess
Diana
40
30
18% in 1969
(Gallup) Republic
20 15%
10
8%
0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Base: c. 500-1,000 GB 18+ except four polls (Dec 01, Feb 02, May 02 and Apr 04) all c. 1,000 GB 16+ Source: Ipsos MORI Political Monitor
© Ipsos MORI

28. Trust in politics is falling 28
Q. How much do you trust a British government of any party to place the needs of this country
above the interests of their own political party?
40
% “almost never”
30
%
20
10
0
Source: British Social Attitudes, 1986-2009
© Ipsos MORI

29. Some remarkable changes; but new challenges to come 29
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30. Communication & Behaviour
Change in Britain 2012
Matthew Taylor
© Ipsos MORI

31. Title 31
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32. 32
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33. Communications & Behaviour Change 33
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34. What I’m going to cover 34
1 Why understanding society is important
Government communication priorities &
2 lessons learned
3 Looking to the future
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35. Factors affecting attitudes & behaviours 35
Contextual
Social
Personal
‘System 1’ ‘System 2’
Unconscious, Rational,
Instinctive Logical
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36. Choices affected by others 36
Behavioural economics and qualitative research - a marriage made in heaven?
Wendy Gordon, International Journal of Market Research, Vol. 53, No. 2, 2011
© Ipsos MORI

37. The power of context 37
Contextual
Social
Personal
‘System 1’ ‘System 2’
Unconscious, Rational,
Instinctive Logical
© Ipsos MORI

38. Information overload 38
1986 2007
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39. Multi-screen lives 39
Source: Ipsos Tech
Tracker Q3 2012
© Ipsos MORI

40. What I’m going to cover 40
1 Why understanding society is important
Government communication priorities &
2 lessons learned
3 Looking to the future
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41. Young People & Volunteering 41
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42. Young People & Relationships 42
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43. The Right to Buy 43
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44. Armed Forces Recruitment 44
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45. GREAT Britain 45
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46. Older People 46
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47. Communication Lessons Learned 47
Reach + Response = Success
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48. Campaigns 48
A good story,
well told
Creative is King
http://www.ipsos-mori.com/researchpublications/publications/1356/Top-10-Advertising-Lessons-Learned.aspx
© Ipsos MORI

49. Simplicity (and social proof) 49
Source: Cabinet Office Behavioural Insights Team
© Ipsos MORI

50. Social media 50
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51. What I’m going to cover 51
1 Why understanding society is important
2 Government communication priorities &
lessons learned
3 Looking to the future
© Ipsos MORI

52. Insight for communication 52
Ethnography Peer Research Social Listening
Social Spaces Eye Tracking Biometrics
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53. Campaign Evaluation – more of the same? 53
Recognisers
Non Recognisers
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54. Campaign evaluation in future 54
Web Analytics Mobile Research Geolocation
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55. Mobile & Geolocation 55
Phone use
Location data
15 million
customers
Mobile Surveys
© Ipsos MORI

56. Summary 56
1. Britain in 2012 is a complex, multi-faceted society in which
resilience, tolerance and good humour can sit alongside
pessimism and individualism.
2. In a distracted but connected world these aspects of society
may increasingly influence the attitudes and behaviours of
individuals
3. This presents some challenges for government communication,
but it also creates opportunities
4. Some well-known lessons in good communication still hold true,
but some new ones need to be learned
5. In the future, communication research will have to change to
understand all of this; adapting old techniques and adopting
new methods and technologies.
© Ipsos MORI

57. Any Questions?
ben.marshall@ipsos.com matthew.taylor@ipsos.com
© Ipsos MORI