Insight & Analysis of Consumer Attitudes to IP Infringement

Description

The objective of this project was to provide the IPO with an enhanced evidence base that identifies the most effective methodologies, and the communications levers that have the best chance of changing consumer attitudes and behaviours to counterfeiting and piracy. Deliver evidence-based recommendations on the most appropriate audiences and sectors, which will enable IPO to undertake and evaluate their first targeted communications campaign to address infringement. Existing research has identified that 16% of females in the UK, aged 18-34, had confirmed knowingly purchasing counterfeit beauty/hygiene products in the previous 12 months. The results of this project will underpin IPO's integrated communications campaign in quarter three, focussing specifically on the target demographic, aiming to change their perceptions of the personal/social harms, potentially lowering demand for counterfeit goods within the sector. Following an evaluation of this work, and learning the lessons from this and previous campaigns, the IPO will then develop proposals to upscale this approach to other sectors and consumer demographics. This project has now been awarded, it was advertised under the following link: https://www.contractsfinder.service.gov.uk/notice/c50e4c3c-3259-4ba5-91c4-9b255836e392?origin=SearchResults&p=1