General Public: Segmentation – neutrals
Read more about who the Neutrals are
This group is slightly less familiar with the sector than the wider public and are neutral towards it across all drivers of trust and the headline reputation metrics of Trust and Advocacy.
Legend
Reliable & Responsible
Are reliable and keep their promises
Are good at what they do
Behave resonsibly
Are open and transparent
Are well led
Have my best intrest at heart
Share my values
Science & Innovation
Produce effective medicines
Ensure the medicines are safe
Communicate possible side effects
Invest into research of new medicines
Use the latest, cutting-edge technology
Produce medicines that people need
Leading in discovering medicines
Ethics and Transparency
High ethical standards
Transparent clinical trial results
Transparent medicine pricing
Price medicines fairly
Ensure access to medicines
Minimized the environmental impact
Focus on patients needs
Contribution to society
Good Employer/Citizen
Treat their employees fairly
Provide good jobs for people
Employ highly skilled staff
Financial contribution to the economy
Create lots of jobs in the UK
Reputation Key Performance indicators
Trusting Optimists
Total
Demographics & habits
This group is more likely to be older (55-75) than the sample as a whole. They have an interest in world issues and events and enjoy discussing these with friends and family and share their opinions on social media. They seek out information about the sector more than the national profile and say that people often ask for their opinions. They are more likely to seek out information using multiple sources, including printed newspapers such as the Daily Mail and local ones. They are more likely to say they would get the COVID-19 vaccine if it were available than the public as a whole.
Gender
Age
Region
Source of information
Readership
Attitudes
Share my opinions on topical issues with my family or friends
I am active on social media sharing my ideas and views
I have a lot of friends, contacts or followers via social media
I take a genuine interest in world issues and event
People often seek out my opinion or advice
I discuss pharma issues with family /friends
I seek out information on the pharma industry
If a vaccine for COVID-19 were available, I would get vaccinated
Last modified: 17 October 2024
Last reviewed: 17 October 2024