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

higher_than_average

Average

Lower_than_average

Reliable & Responsible

Neutral

Are reliable and keep their promises

Neutral

Are good at what they do

Neutral

Behave resonsibly

Neutral

Are open and transparent

Neutral

Are well led

Neutral

Have my best intrest at heart

Neutral

Share my values

Science & Innovation

Neutral

Produce effective medicines

Neutral

Ensure the medicines are safe

Neutral

Communicate possible side effects

Neutral

Invest into research of new medicines

Neutral

Use the latest, cutting-edge technology

Neutral

Produce medicines that people need

Neutral

Leading in discovering medicines

Ethics and Transparency

Lower_than_Average

High ethical standards

Lower_than_Average

Transparent clinical trial results

Lower_than_Average

Transparent medicine pricing

Lower_than_Average

Price medicines fairly

Lower_than_Average

Ensure access to medicines

Lower_than_Average

Minimized the environmental impact

Lower_than_Average

Focus on patients needs

Lower_than_Average

Contribution to society

Good Employer/Citizen

Lower_than_Average

Treat their employees fairly

Neutral

Provide good jobs for people

Neutral

Employ highly skilled staff

Neutral

Financial contribution to the economy

Neutral

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

Higher_than_avergae

Share my opinions on topical issues with my family or friends

Lower_tahn_average

I am active on social media sharing my ideas and views

Lower_than_average

I have a lot of friends, contacts or followers via social media

Higher_than_avergae

I take a genuine interest in world issues and event

Neutral

People often seek out my opinion or advice

Lower_than_Average

I discuss pharma issues with family /friends

Lower_than_Average

I seek out information on the pharma industry

Higher_than_avergae

If a vaccine for COVID-19 were available, I would get vaccinated

Last modified: 20 September 2023

Last reviewed: 20 September 2023