Study of the perception of Doctors without Borders in Austria
The aim of the study was to collect perceptions, opinions about the organisation and attitudes of test persons consciously selected from the general public. The analysis of individual views, experiences with and expectations of Doctors without Borders (hereafter MSF) was the main focus.
In detail, the following questions guided the study:
How is the work in general and the communication of MSF in particular perceived by the test persons?
How do the respondents assess the communication of MSF?
What are the respondents' thoughts and emotions about MSF and its various activities (in communication, but also during missions)?
The empirical data collection was carried out in three steps, using the following methods:
Written online survey (questionnaire with semantic differential (polarity profile)) to survey the image of MSF,
workshops to survey the associations or perceptions of Doctors without Borders using the collage technique, and
interviews with focus groups to deepen the results obtained from 1. and 2. and to complete the survey of attitudes towards MSF.
The data analysis included a separate evaluation of the online questionnaire and the association workshops. The results of this analysis were used to guide the content of the focus group interviews. Finally, the individual results from the three surveys were analysed in summary form in order to develop persona concepts that can be used as a basis for further steps in the strategy work and marketing communication of MSF.
The study was presented to MSF in April 2020 and is for their internal use only.