Challenge – Canon needed to understand more about it’s perception as a corporate citizen. How are they perceived? What are their weaknesses and what needed to be done to overcome these?
Approach – Triad interviews with business, workshops with Canon employees, focus groups with Canon consumers, one on one interviews with management
Result – Good understanding of how Canon is perceived in terms of Corporate Social Responsibility relative to other (technology) firms. Outline of weaknesses and direction for what the company needs to do to improve their CSR performance.