Publication name: Healthy Working Lives Brand Tracking: wave 3 2014
Date: 03 March 2015
Description: In 2009, HWL commissioned research to better understand the SME audience in Scotland with a view to increasing the uptake of its service offering. The main objective of the research was to investigate levels of awareness of HWL and intention to use its services, thereby establishing a baseline measure. This 2014 study is the third wave of the brand tracking, seeking to evaluate the extent to which there have been changes on these key measures since the 2012 wave.

A quantitative methodology was adopted, with the sample profile matching that of previous waves of the study in order to ensure robust comparability of data.

Results showed that levels of awareness of HWL remained constant in a context where spontaneous awareness of other organisations providing information, advice and support on workplace related health issues had dropped. Amongst those who were aware of the organisation, openness to contacting HWL in the future also remained the same as in 2012. The findings suggest that engagement with HWL is likely to be driven by an existing perception of need and/or a recognition of specific benefits offered to the business.

The results highlighted the growing importance of digital media as a channel for communicating with this SME audience.
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