British Sky Broadcasting

Issue

BSkyB engaged Populus at the end of 2009 to identify and explain what was driving levels of trust in the company among its key stakeholders and in particular the way these opinion formers perceived its CSR programme, The Bigger Picture.

Solution

Populus conducted a wide range of interviews among key influencers ranging from MPs and journalists to regulators and NGOs, measuring their perceptions of BSkyB and its activities and questioning them in-depth about why they held these views. The results were then bolstered by statistical analysis which established the strength of relationship between people’s views of different aspects of BSkyB’s behaviour. The result was a robust model explaining the drivers of trust in BSkyB that was unique to the company and which provided actionable insight as a result.

Outcome

Using Populus’s findings and insights, BSkyB has begun to integrate its CSR programme more closely with its overall corporate image and to monitor aspects of its operation beyond traditional CSR that impact on trust.