4th September 2003
Two years after re-launching its identity and programme, Scouting has commissioned market research to determine some key aspects of how the long-established Movement is viewed today.
MORI established that The Scout Association, which will shortly celebrate its centenary (2007), had the highest levels of public awareness of all youth groups measured. Total awareness for Scouting was as high as 86 per cent, ahead of all other youth groups. Quantitative research was conducted across Britain among adults aged 15+. This was preceded by qualitative research conducted among parents with children aged between 6 and 14.
Chief Executive for The Scout Association, Derek Twine, said: "We undertook this research to establish a benchmark for our future marketing following the adoption of a new visual identity, changes to our uniforms and a fundamental revision of the co-educational programme we provide young people. We are embarked on a five year long promotion known as 'Shouting for Scouting' which aims to boost membership and raise the morale and self esteem of our grass roots leaders across the country."
Scouts scored highly on the issue of trust with 67 per cent of the public saying that they trusted the organisation. Only four per cent said they did not. This was the highest level of trust exhibited among the four organisations measured which included a bank, a supermarket and a major retailer. There was a reflected bonus too for organisations which supported Scouting: 37 per cent said they might be more favourably inclined towards organisations if they knew they supported the Scouts.
The famous Scout motto 'Be Prepared' was the best-recognised slogan among five national and international slogans tested. It was recognised by 46 per cent of the public, at least 13 per cent ahead of the slogans or tag lines of a leading bank, a sports equipment manufacturer, a retailer and another youth group. Considering the huge amounts spent on advertising by commercial organisations promoting their slogans, this result alone is a huge boost to Scouting morale. MORI reports from the qualitative research that the things that appeal to parents about Scouting are its values, the skills it teaches, and the opportunities it offers young people. The MORI interviewees state that membership of Scouting offers "a sense of pride and belonging."
The Scout Association was one of the first youth organisations in this country to take young people out of inner cities for countryside adventure activities. This outdoor commitment showed up in the high marks the organisation received for being 'adventurous' (77%), 'exciting' (61%) and 'environmentally focused' (67%).
Though the overall results are favourable for The Scout Association, in the focus groups parents urged the Movement to make young people more aware of its wide-ranging activities.
Derek Twine concludes: "The research is a ringing endorsement of Scouting. It shows that we have high brand recognition and are trusted by parents who feel their children are safe with us. Our programmes are seen as adventurous, exciting and character building. It delights us that membership of Scouting is seen as bestowing pride and a sense of belonging. Finally, the belief that an endorsement from Scouting carries weight means a great deal to us."
Scout membership currently stands at 500,000 in the UK (28 million world wide) and 'Shouting for Scouting' aims to make even more people aware of the contribution Scouting is making to communities at home and abroad. The positive response to the hard questions from MORI shows that Scouting is on track to achieve its aims and is ready for the 21st Century.
Further detail from the MORI Research can be found as a powerpoint presentation at http://www.scoutbase.org.uk/hq/sponsorship/research/mori2003.ppt
Technical Note
MORI conducted four focus groups among parents of children aged 6 -14. They were held across England between the 30 April and 1 May. MORI then interviewed a nationally representative sample of 1,953 (in the first wave of research) and 1,958 (in the second wave of research) adults aged 15 and over in 198 different sampling points. Interviews were conducted face-to-face, in-home, between 5-10 and 19-24 June 2003.
