Pharmaceutical Company Case Study - Global Employee Opinion Survey

Project Drivers and Overview
This FTSE 100 pharmaceutical company conducts a global employee attitude survey every two years. Since the previous survey, the company implemented a strategy review that saw global headcount reduced by 40 per cent, mainly through divestments.

A firm of survey consultants was asked to conduct the global survey in 2002. This was based on their performance when conducting a survey of the employees of the client's Asia Pacific region.

Basis on which the project was awarded to the survey consultants:

Deep experience of survey design
Ability to deliver survey through the web
Interactive reporting capability
Project management capabilities
Value for money

Project objectives
The objectives behind the 2002 survey were to:

Measure employee understanding of the new business strategy
Desire to assess organisational climate, post strategy implementation
Assess the progress and impact of its new values programme (Performance, Innovation and Trust)
Gauge levels of employee commitment to the company (using the survey consultant's Employee Commitment Index)
Obtain suggestions and ideas for improvement from employees and develop local action plans

Methodology and Coverage
Online web and paper based survey covering 7,000 employees in Europe, Asia and the USA covering six languages. The response rate was 85%.

The production of user friendly management reports was a priority for the success of the project as was the need to benchmark with previous results. Having obtained the results database from the previous survey supplier the survey consultants were able to produce interactive Excel reports that automatically generated summaries and presentations for local management to use in the feedback process. Over 60 interactive reports were produced for the different organisational units.

The length of the project was nine weeks - four weeks design work, three weeks administration and two weeks for report production.

Project Evaluation and Benefits
An independent review of the performance and the contribution to the business of the activities carried out by the survey consultant was carried out on behalf of the client.

The client confirmed that all the success criteria were met. For example:

Their expectations regarding the response rate and the user friendliness of the reports were exceeded
The accessibility of the data and in-built presentations helped managers to fulfil their feedback responsibilities
The data obtained was used to develop local action plans designed to tackle issues identified

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