awareness, attitudes & usage study 2018 baseline wave€¦ · new, smaller brochure new,...
TRANSCRIPT
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Awareness, Attitudes & Usage Study
2018 Baseline Wave
Étude sur la Notoriété de la Marque:
L’Alliance Française de Chicago.
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Background information
Last year’s presentation:
❑ Summarized about 4 years of
research:◆ Student satisfaction surveys.
◆ Focus groups: web site & brochure.
◆ Simmons data: activity profiles for
target consumers.
◆ Student engagement survey.
❑ Results:◆ New, smaller brochure
◆ New, responsive website
◆ Advertising on public transportation
(CTA Red Line)
◆ Advertising on the building
◆ Importance of cell phones!
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Where we are today:
The new responsive AF-Chicago website
22-Jan-18AF-Chicago 2018 Marketing Program - 3
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This year…
AA&U Study - measures:
❑ Brand awareness.
❑ Attitudes about the brand.
❑ Usage (patronage).
Purpose:
❑ Assess effectiveness of marketing
campaign (over time)…
❑ Increase brand awareness?
❑ Improve attitudes & usage?
Frequency:
❑ Usually once a year;
❑ More often if there is a major
expenditure in marketing.
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Survey sample characteristics
Our sample composition:
❑ 999 respondents
❑ Residents of “Greater Chicago
Metro Area”◆ Counties immediately surrounding
Chicago & Cook County.
◆ Including Lake & Porter in NW
Indiana.
◆ Excluding Lake and Gundy in IL.
❑ Roughly even balance of men
and women.
❑ Age range: 25-75.
❑ Education: HS Diploma +
❑ Income: $50k+ annual HHI.
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Why the large sample?
999 Respondents…
❑ We anticipated that our target
group would be small.
❑ Need a large sample to find
them in sufficient numbers to
obtain reliable descriptive
statistics.
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Brand Awareness – Notoriété de la Marque
• Unaided Brand Awareness
• Aided Brand Awareness
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Why is “unaided brand awareness” important?
Direct correlation with market dominance
❑ “Unaided brand awareness” is the key predictor of
market dominance.
❑ The top three brands in almost any category are
those that are recalled immediately and
spontaneously by the members of the target
audience.
◆ “Thinking of laundry detergents, what brands come
to mind…?”
◆ “Thinking of pain relievers, what brands come to
mind…?”
◆ “Thinking of European luxury automobiles, what
brands come to mind…?”
❑ The first brand recalled is almost always the
leading brand in the category.
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What about “aided brand” awareness?
Essential for gaining consideration
❑ High “aided brand awareness” is
essential for low-involvement
categories.
◆ The target customer may not have “top-of-
mind” awareness of brands in the
category.
◆ When there is no clear list of “top brands”
or obvious choices, the target consumer
will search for information.
◆ It is essential that they have at least heard
of us when they conduct that search.
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The two “awareness” questions…
Unaided brand awareness
❑ “Thinking of foreign
language and cultural
centers in the greater
Chicago area, what are the
first brands, organizations
or institutions that come to
mind?
❑ “You can enter the names
of up to five organizations.”
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The two “awareness” questions…
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Aided brand awareness
❑ Listed below are some of the
foreign language and culture
centers in the greater Chicago
area.
❑ Please indicate which
organizations you are aware of
by checking the appropriate
box.
❑ By “aware” we mean that you
have heard of the organization
before now and that you know
something about the programs
that it offers.
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Very low unaided awareness for all foreign language &
cultural centers in Chicago
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0.1
0.3
0.4
0.5
1.4
1.5
1.5
1.9
1.9
2.7
3.1
4.1
4.9
6.3
6.7
11.1
13.2
18.7
19.6
0.0 5.0 10.0 15.0 20.0 25.0
Cervantes
Charitable
Generic French
Goethe
ItalCult
Dank Haus
ESL
AF-C
Black Hist & Cult
Commercial
Religious
Generic Ethn
Schools
Polish
Nat/Eth Cult
Spanish
Chicago Hist & Cult
Chicago Museums & Libraries
Other
Unaided Awareness - First Mention:
Language & Cultural Organizations in Chicago
Thinking of foreign language and cultural
centers in the greater Chicago area,
what are the first brands, organizations
or institutions that come to mind?
(First mention)
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After five opportunities, only 3% of the Chicagoland adult
population mentions the AF-C.
- 13
0.5%
1.1%
1.2%
2.3%
2.8%
3.0%
3.4%
4.9%
4.9%
5.7%
6.2%
8.0%
14.5%
16.1%
16.8%
17.6%
20.0%
46.5%
53.9%
0% 10% 20% 30% 40% 50% 60%
Charitable
Cervantes
Goethe
Generic French
ESL
AF-C
Dank Haus
ItalCultura
Black Hist&Cult
Commercial
Religious
Schools
Polish
Generic Ethn
Nat/Eth Cult
Chicago Hist & Cult
Spanish
Chicago Museums&Libraries
Other
Unaided Awareness - All Mentions:
Language & Cultural Organizations in Chicago
Thinking of foreign language and cultural
centers in the greater Chicago area,
what are the first brands, organizations
or institutions that come to mind?
(All five possible mentions)
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Aided awareness:
Language & Culture Organizations Listed
❑ Goethe Institute Chicago
❑ Instituto Cervantes Chicago
❑ Chicago Mandarin Chinese
Center
❑ ItalCultura at the Italian
Cultural Institute
❑ International Language
Institute*
❑ Académie Française*
❑ Spanish Language Centers
*Made-up names
❑ Alliance Française de
Chicago
❑ Language Loop
❑ L’École Française
❑ Universidad Nationale
Autonoma de Mexico
(UNAM)
❑ Say It in Hebrew!
❑ Elena Chicago
❑ I am not aware of any of
these organizations.
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4.1%
5.0%
5.8%
5.8%
6.2%
6.3%
6.6%
8.2%
10.6%
13.8%
15.2%
16.0%
16.7%
58.4%
0% 10% 20% 30% 40% 50% 60% 70%
Elena Chicago
Hebrew Cntr
Academie Francais
ItalCultura
L'Ecole Française
UNAM
Language Loop
Instituto Cervantes
Alliance Française
Interntl Lang Inst
Goethe Institute
Mandarin Cntr
Span Lang Cntrs
Don't Know Any
Aided Awareness:
Language & Cultural Organizations in Chicago(n = 999 - multiple responses)
% Aware
Listed below are some of the foreign language and
cultural centers in the greater Chicago Area. Please
indicate which organizations you are aware of by
checking the appropriate box. By “aware” we mean
that you have heard of the organization before and that
you know something about the programs that it offers.
Low “Aided Brand Awareness”…Generic Sounding Names and Organizations with “Chicago” in the Name Lead
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Conclusions: low involvement, low awareness
Unaided brand awareness
❑ Respondents had difficulty
recalling any of the foreign
language training & cultural
center in Chicago.
❑ The AF-C was mentioned first by
less than 2% of the adult
population.
❑ Even with five opportunities to do
so, only 3% of the population in
the greater Chicago area
mentioned the AF-C.
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Conclusions: low involvement, low awareness
Aided brand awareness
❑ Nearly 60% didn’t recognize any
of the organizations in the list.
❑ Generic sounding names and
names that include “Chicago” did
the best in the list.
❑ “Aided” brand awareness of the
AF-C is about 11%.
❑ …but the “International Language
Institute” was selected by nearly
14% of the adult population!
❑ A very “low involvement” category.
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Conclusion…
A very sleepy category:
❑ None of the top
organizations, including
the AF-C, are “making any
noise” – breaking through
to gain attention.
❑ Big opportunity to shake
of the category,
❑ But probably an
expensive proposition.
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Attitudes:
How do aware respondents characterize the
Alliance Française de Chicago?
❑ Personality Profile
❑ Ratings
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Personality attribute checklist
How do they see us?
❑ Personality profile checklist
is a quick way to get at
basic perceptions.
❑ Two-step process:
◆ Reconfirm awareness of
the AF-C
◆ Ask that respondents
check all the adjectives
that apply.
❑ Comparative ratings:
◆ Instituto Cervantes
◆ Alliance Française de
Chicago
Adjectives:
• Charming • Challenging
• Innovative • Arrogant
• Unique • Boring
• Inspiring • Cold
• Entertaining • Demanding
• Fun • Tedious
• Professional • Out-of-date
• Helpful • Unapproachable
• Thoughtful
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AF-C Strengths v. Instituto Cervantes
Entertaining, Charming, Challenging, Demanding
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0% 10% 20% 30% 40% 50% 60%
Out of Date
Unapproachable
Boring
Arrogant
Tedious
Cold
Demanding
Challenging
Charming
Thoughtful
Innovative
Fun
Inspiring
Entertaining
Helpful
Professional
Unique
Personality Attribute Profile(Cervantes: n = 464; AF-C: n = 509) AF-C Cervantes
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Instituto Cervantes Strengths v. AF-C:
Professional, Helpful, Inspiring, Innovative
- 22
0% 10% 20% 30% 40% 50% 60%
Out of Date
Unapproachable
Boring
Arrogant
Tedious
Cold
Demanding
Challenging
Charming
Thoughtful
Innovative
Fun
Inspiring
Entertaining
Helpful
Professional
Unique
Personality Attribute Profile(Cervantes: n = 464; AF-C: n = 509) AF-C Cervantes
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Rating the Alliance Française de Chicago:
Our ratings improve with increased visits
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7.0
7.3
7.9
8.0
9.3
7.5
0 1 2 3 4 5 6 7 8 9 10
1-2/year
3-4/year
5-6/year
1/month
+1/month
Total
10-point Ratng Scale
Fre
qu
en
cy o
f V
isit
s to
th
e A
llian
ce F
ran
çais
e
Rating by Frequency of Visit(n = 162 - Have visited AF-C 1 + times)
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Usage – How does patronage of the AF-C
compare with peer organizations?
❑ Frequency of attending events at peer
organizations
❑ Frequency of patronizing Chicago’s top cultural
organizations
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How often do residents of the greater Chicago
area visit a language training & cultural center?
Question:
“Please indicate how often you
have attended events at each
of the following organizations.
By events I mean things like: a
lecture, a symposium, a film, a
cooking demonstration, a book
signing, an art exhibit, a wine
tasting or an open-house?”
Organizations:
❑ Instituto Cervantes Chicago
❑ ItalCultura at the Italian
Cultural Institute
❑ Universidad Nacional
Autnoma de Mexico
(UNAM)
❑ L’École Française
❑ Goethe Institute Chicago
❑ Alliance Française de
Chicago.
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Even among “aware” respondents, attendance is
rare…
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50%
19%
15%
16%
Among those aware of foreign language & cultural centers, only half ever attend
(Aware of any center - n = 417)
Never Infrequently Occasionally Often
Never Attend Any
Attend “Often”
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… but the AF-C is doing relatively well compared
to it’s peers.
- 27
75
71
70
68
65
61
10
12
13
14
20
21
15
17
17
18
15
18
0 10 20 30 40 50 60 70 80
UNAM
ItalCult
Ecole Fran
Cervantes
Goethe
AF-C
Frequency of Attending Chicago Language Institutes(% by frequency, those aware; n = 417)
3+/year 1-2/year Never
Never
3+ / year
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Patronage of Chicago Cultural Organizations
Key question:
❑ How does attendance at
AF-C events compare with
attendance at Chicago’s
top cultural organizations?
Cultural Organizations:
❑ The Lyric Opera
❑ The Chicago Symphony
Orchestra
❑ The Chicago Shakespeare
Theater
❑ The Steppenwolf Theater
❑ The Goodman Theater
❑ The Museum of
Contemporary Art (MCA)
❑ The Art Institute
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Even if we add up across organizations, patronage
of top cultural organizations is infrequent
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0
5
10
15
20
25
30
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
% o
f R
esp
on
de
nts
Number of Times Attended a Cultural Event
Frequency of Patronizing Chicago Cultral Organization(n = 999)
2%
27%
14%13%
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27% never attend…
28% attend once or twice in a year.
- 30
27%
28%
27%
18%
27% of Chicagoland's adults never visit any of these seven cultural institution in the course of a year
Never Infrequently Occasionally Often
Never Attend Any“Never”
1 to 3 times /year“Infrequently”
4 to 6 times /year“Occasionally”
7+ times/ year
“Often”
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Among Chicago’s top cultural institutions, the Art
Institute is the most frequently visited
- 31
33
61
62
72
76
65
75
48
26
27
18
16
25
17
19
12
11
10
9
10
9
0 10 20 30 40 50 60 70 80
Art Inst
MCA
Goodman
Steppnw
Shakes
Chi Symp
Lyric
Frequency of Attending Chicago Cultural Institutions(% by frequency; n = 999)
3+/year 1-2/year Never
3+ / year
Never
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What “drives” awareness?
Relationship between aided brand awareness and:
❑ Respondent demographics
❑ Engagement with other cultural organizations
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Brand awareness not linked to gender or income
- 33
25%
26%
0% 10% 20% 30% 40% 50%
Male
Female
Aided Brand Awareness by Respondent Gender
(n = 414; eta = 0.00)
26%
21%
37%
29%
23%
17%
0% 10% 20% 30% 40% 50%
$150 + >
$125-$149k
$100-$124k
$75-$99k
$50-$74k
<- $50k
Unaided Brand Awareness by Household Income
(n = 400; eta = 0.02)
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Brand awareness is linked to education and
frequency of patronizing cultural organizations
- 34
10%
10%
28%
44%
38%
0% 10% 20% 30% 40% 50%
HS Diploma
Assoc Degree
BA
MA/MS
Phd/MD
Aided Brand Awareness by Respondent Education
(n = 406; eta = 0.29)
12%
12%
19%
43%
0% 10% 20% 30% 40% 50%
Never
Infrequently
Occasionally
Often
Aided Brand Awareness byPatronizing Cultural Orgs
(n = 416; eta = 0.30)
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Awareness of Alliance Française Greater Among
Patrons of Chicago Cultural Organizations
- 35
88%
88%
81%
57%
12%
12%
19%
43%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Never
Infrequently
Occasionally
Often
Fre
qu
en
cy o
f A
tte
nd
ing
An
y C
ult
ura
l Org
.
Aided Awareness:
Alliance Française(n = 416; eta = 0.30)
Aware Not Aware
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Aided awareness by frequency of patronizing
Chicago’s top theaters
- 36
84%
78%
70%
54%
16%
22%
30%
46%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Never
Infrequently
Occasionally
Often
Fre
qu
en
cy o
f A
tte
nd
ing
The
ate
r
Aided Awareness:
Alliance Française(n = 416; eta = 0.25)
Aware Not Aware
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Aided awareness by frequency of patronizing
Chicago’s symphony & opera
- 37
85%
80%
70%
55%
15%
20%
30%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Never
Infrequently
Occasionally
Often
Fre
qu
en
cy o
f A
tte
nd
ing
Sym
ph
on
y/O
pe
ra
Aided Awareness:
Alliance Française(N = 416; eta = 0.28)
Aware Not Aware
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Aided awareness by frequency of patronizing
Chicago’s top art museums
- 38
91%
87%
79%
59%
9%
13%
21%
41%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Never
Infrequently
Occasionally
Often
Fre
qu
en
ce o
f A
tte
nd
ing
Art
Mu
seu
ms
Aided Awareness:
Alliance Française (n = 416; eta = 0.30)
Aware Not Aware
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Conclusion:
Awareness of the AF-C…
❑ Is linked to
respondent education
❑ The respondent’s
participation in the
Chicago arts and
cultural community
- 39
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Interest in learning a foreign language
❑ What is the size of our potential audience?
❑ How does interest in French compare with other
languages?
- 40
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“Maybe I should study French… (again).”
A considered decision:
❑ Virtually all of our students
have studied French in the
past.
❑ The difference between
beginner and advanced
students is their personal
objectives:
◆ Beginners:
Travel
Transactional French
◆ Advanced students:
Perfectionnement
Cultural immersion
- 41
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Fall 2016 Open House Survey:
Why do our students care about French?
Travel & training:
❑ 80% have been to
France.
❑ 48% are planning a
trip.
❑ 41% studied
French in high
school.
❑ 39% studied
French in college.
- 42
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Q5.f - No Prior Contact
Q5.c - Worked in France
Q5.e - Studied in France
Q5.j - Attend AF Cultural Events
Q5.h - Need French for Work
Q5.i - Lived in France
Q5.d - Prevous AF Course
Q5.h - College French
Q5.b - HS French
Q5.g - Plan Trip to France
Q5.a - Traveled in France
5%
16%
18%
18%
18%
21%
25%
39%
41%
48%
80%
Prior Contact French Language & Culture(Multiple Responses; n = 56)
22-Jan-18AF-Chicago 2018 Marketing Program
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Nearly 80% of Chicagoland’s adult population has
studied a foreign language in the past…
- 43
No - have not21%
Arabic1%
Polish1%
Japanese1%
Hebrew1%
Chinese1%
Russian1%
Other1%Latin
2%Italian2%German
7%French17%
Spanish44%
Have you ever studied a foreign language?
Spanish & French
are the dominant
foreign languages
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About 16% of Chicagoland’s adult population is
currently studying a foreign language…
- 44
No: I am not84%
Arabic0%
Polish0%
Hebrew1%
Russian1%
Other1%
German1%
Japanese1% Italian
1%Chinese
1%
French3%
Spanish6%
Are you currently studying a foreign language?
Spanish – 6%
French – 3%
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Only 12% of Chicagoland’s adult population is
planning to enroll in the next six months
- 45
No Plans62%
Not Sure26%
Chinese0%
German0%
Japanese1% Polish
0%
Other0%
Italian1%
French3%
Spanish3%
Study FL Now4%
Are you thinking of enrolling in foreign language program in the next six months?
Studying FL now – 4%
Spanish – 3%
French – 3%
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More than half of those currently studying French
are using online methods
- 46
Tutoring7%
Hybrid Mix14%
App like Babble34%
Rosetta Stone21%
Trad Classroom24%
What method are you currently using to learn French?(n = 29)
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More than half of those considering language
training would prefer online or hybrid methods
- 47
Other - DK24%
Other1%
Tutoring8%
Classroom12%
Hybrid Class/Skype4%
Hybrid Class/Online16%
App Babble13%
Rosetta Stone22%
What method would you prefer for future language training?(n = 144)
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Conclusions…
❑ Low awareness of the Alliance Française
❑ Our perceived image improves with frequency of
contact
❑ “French” a strong second in terms of interest
- 48
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Conclusions: low involvement, low awareness
Unaided brand awareness
❑ Respondents had difficulty
recalling any of the foreign
language training & cultural
center in Chicago.
❑ The AF-C was mentioned first by
less than 2% of the adult
population.
❑ Even with five opportunities to do
so, only 3% of the population in
the greater Chicago area
mentioned the AF-C.
- 49
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Conclusions: low involvement, low awareness of
language & cultural organizations
Aided brand awareness
❑ Nearly 60% didn’t recognize any
of the organizations in the list.
❑ Generic sounding names and
names that include “Chicago” did
the best in the list.
❑ “Aided” brand awareness of the
AF-C is about 11%.
❑ …but the “International Language
Institute” was selected by nearly
14% of the adult population!
❑ A very “low involvement” category.
- 50
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Conclusion…
A very sleepy category:
❑ None of the top
organizations, including
the AF-C, are “making any
noise” – breaking through
to gain attention.
❑ Big opportunity to shake
of the category,
❑ But probably an
expensive proposition.
- 51
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AF-C Strengths v. Instituto Cervantes
Entertaining, Charming, Challenging, Demanding
- 52
0% 10% 20% 30% 40% 50% 60%
Out of Date
Unapproachable
Boring
Arrogant
Tedious
Cold
Demanding
Challenging
Charming
Thoughtful
Innovative
Fun
Inspiring
Entertaining
Helpful
Professional
Unique
Personality Attribute Profile(Cervantes: n = 464; AF-C: n = 509) AF-C Cervantes
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Brand awareness is linked to education and
frequency of patronizing cultural organizations
- 53
10%
10%
28%
44%
38%
0% 10% 20% 30% 40% 50%
HS Diploma
Assoc Degree
BA
MA/MS
Phd/MD
Aided Brand Awareness by Respondent Education
(n = 406; eta = 0.29)
12%
12%
19%
43%
0% 10% 20% 30% 40% 50%
Never
Infrequently
Occasionally
Often
Aided Brand Awareness byPatronizing Cultural Orgs
(n = 416; eta = 0.30)
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About 16% of Chicagoland’s adult population is
currently studying a foreign language…
- 54
No: I am not84%
Arabic0%
Polish0%
Hebrew1%
Russian1%
Other1%
German1%
Japanese1% Italian
1%Chinese
1%
French3%
Spanish6%
Are you currently studying a foreign language?
Spanish – 6%
French – 3%
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More than half of those considering language
training would prefer online or hybrid methods
- 55
Other - DK24%
Other1%
Tutoring8%
Classroom12%
Hybrid Class/Skype4%
Hybrid Class/Online16%
App Babble13%
Rosetta Stone22%
What method would you prefer for future language training?(n = 144)
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Respondent demographics
Demographic characteristics of respondents who
participated in the survey
- 56
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Respondent demographics
- 57
Male46%Female
54%
Respondent Gender(n = 995)
25-3423%
35-4424%45-54
24%
55-6416%
65 +>13%
Age Distribution(n = 997)
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Respondent Demographics
- 58
HS Diploma
26%
Assoc Degree
18%BA
35%
MA/MS16%
Phd/MD5%
Educational Attainment(n = 966)
<- $50k32%
$50-$74k21%
$75-$99k20%
$100-$124k11%
$125-$149k6%
$150-$174k
4% $175-$199k3%
$200k +>3%
Income Distribution(n = 947)
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More than 50% of respondents used their
cellphone to complete the survey
- 59
Cellphone51%
Laptop22%
Desktop17%
Tablet10%
Device Used to Complete Survey(n = 999)
Everything we do has to fit on a cellphone screen – and look good in the process!