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Challenge
One of Canada’s largest broad-based companies announced a proposed
merger with another major corporation and wanted to understand how its
employees felt about the merger, which would have been a significant one.
When regulators subsequently disallowed the merger, the company also wanted
to find out how the decision affected its workforce.
Strategy
The Strategic Counsel developed and conducted a three–pronged research
program to answer the company’s questions. A quantitative study polled
1,189 employees across the country; an extensive series of one–on–one
interviews with employees at all levels added qualitative data; and a
technique called moment–to–moment audience response measured employees’
emotional reactions to key messages.
Results
Our research showed the company that its employees strongly supported
the proposed merger. The data and analysis helped the company develop
an effective internal communications strategy during the merger planning,
and, later, a communications strategy to address employee concerns when
regulators turned the merger down.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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