Haddock Research & Branding, Inc.

Haddock Research & Branding Inc. is a pioneering full-service market research agency focusing solely on climate change and the low-carbon economy. Making use of the latest advances in survey design, statistical analysis and developments in the field of psychology Haddock will advise businesses on how best to develop profitable low-carbon opportunities; and provide the public sector with the vital information they need to mobilize people to take action on climate change.

Haddock Research and Branding assesses how people behave in terms of internal drivers (how choice is based on a combination of both rational and emotional ingredients and aligned to people’s personal narratives of how they see the world); practical drivers (people tend to have complex and context specific lives with differing incentives for action); and social drivers (how we are inevitably affected by others, to a greater or lesser degree) – thus providing strategic advice reinforced with practical ‘next steps’ for our clients.

The company launched by conducting an international syndicated survey: Environmental Choices™.

Fieldwork for the study was conducted online in late-September/early-October 2008, in native language, amongst nationally representative samples of a minimum of 1,000 people in each of Canada, the UK and the USA – 3,156 respondents in all. Results are being published in 14 section reports focusing on the different themes explored in the study. The survey analyses current consumer thinking about climate change and various low-carbon market sectors. The international perspective contrasts the climate change challenges facing each country, as well as enabling businesses to understand the different nuances of their local markets. Further waves of the study are planned which will include many more countries and even larger samples.