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GlobeScan Inc.
IndustryPublic Opinion Research
Area served
London; San Francisco; Toronto
Key people
Doug Miller, Chairman, Chris Coulter, CEO

GlobeScan is a public opinion research consultancy that does reputation, brand, sustainability, engagement, and trends research.[1] GlobeScan's evidence-based approach generally relies on polling amongst the general public and targeted stakeholders[2] according to the scope of their clients project. Since July 2004, GlobeScan has been a signatory to the United Nations Global Compact and is certified to the ISO 9001:2008 standard. GlobeScan adheres to the professional opinion research standards of ESOMAR in all its research assignments.[3] GlobeScan has offices in London, San Francisco, and Toronto,[4] and a network of research partners spanning more than 70 countries.[5]


According to the firm's Chairman and CEO, Doug Miller,[6][7] its methodology is based on the principles in James Surowiecki's 2004 book The Wisdom of Crowds.[8] Specializing in custom and syndicated research for global companies, NGOs, and other multilateral institutions, the company has been providing strategic research and counsel to clients around the world since 1987.[9] Its research has been mentioned by numerous media agencies such as Christian Science Monitor,[10] Financial Times,[11] BBC,[12][13][14] The Economist,[15][16][17] GreenBiz,[18][19][20][21][22] and The Independent[23]


GlobeScan provides evidence-led counsel to a wide range of organizations seeking to understand and engage with their varied stakeholders, and to adopt or refine strategies on brand, reputation, and sustainability. While much of their work is proprietary, GlobeScan's website shares case studies of work they conducted for a variety of organizations, including SABMiller, ADB, Rio Tinto, National Geographic Society, BSR, PepsiCo, IDRC, BBC World Service, and Amnesty International.[24]

Notable projects[edit]

In March 2012, GlobeScan and partner SustainAbility launched The Regeneration Roadmap—a collaborative and multi-faceted initiative that aims to provide a road map for achieving sustainable development within the next generation, focusing in particular on ways the private sector can improve sustainability strategy, increase credibility and deliver results at greater speed and scale.[25] The project is sponsored in part by BMW, SC Johnson, DuPont, Pfizer, Interface, and media partner The Guardian Sustainable Business.[26] A major component of the project is a series of sustainability pioneer interviews, dubbed "The Ray Anderson Memorial Interviews". It is a series of interviews with 20 sustainable development pioneers from business, government and civil society, notable for their long term commitment to sustainable development. Some participants include Madame Gro Harlem Brundtland, Lester Brown, Nitin Desai, Maurice Strong, David Suzuki, Yolanda Kakabadse, Sha Zukang, Sir Mark Moody-Stuart, Achim Steiner, Vandana Shiva, Jim MacNeill, and Bill Ford.

In April 2012, GlobeScan worked with Unilever to deliver a 24-hour, online conference around the launch of Unilever's Sustainable Living Plan. Dubbed "The Sustainable Living Lab", the objective was to create and inspire a dialogue where Unilever could learn from sustainability leaders to co-create leading edge ideas and share good practice which would help Unilever and others make more progress on the big sustainability challenges that face the world.[27]

The firm is known for its "Greendex", which is a study measuring and monitoring consumer progress toward environmental sustainability conducted in 2008, 2009, and 2010 in partnership with the National Geographic Society.[28] The project looked at 14,000+ consumers in Australia, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Japan, Mexico, Russia, Spain, and the United States. It also consulted 27 international experts in sustainability.[29] In all three years it ran (2008,[30] 2009,[31] and 2010[32]) the United States placed dead last with Canada next to last.

The firm also attracted international media attention for its 2008 worldwide survey that matched presidential candidates Barack Obama with John McCain, questioning 23,531 people either face-to-face or via telephone in 22 countries. The poll found strong preference for Obama. However, about 4 in 10 surveyed did not express an opinion. Doug Miller has said that "[l]arge numbers of people around the world clearly like what Barack Obama represents". He also commented that America's international image was mostly negative at that time.[33]


According to their website,[34] GlobeScan's list of clients includes:

Amnesty International Goldman Sachs Philips
Anglo American HP Procter & Gamble
Astra Zeneca Kraft Foods Rio Tinto
Barclays Maersk Royal Dutch Shell
BBC World Service McDonald's SABMiller
BHP Billiton National Geographic Society Siemens
BMW Nestle Toyota
BP Nike Unilever
Cisco Novartis Volkswagen
Citigroup Oxfam The Walt Disney Company
Dell PepsiCo Warner Bros.
Fairtrade International Pfizer World Bank


  1. ^ "GlobeScan's Areas of Expertise". Retrieved 15 May 2012.
  2. ^ "GlobeScan's Research Approach". Retrieved 15 May 2012.
  3. ^ "GlobeScan's Affiliations". Retrieved 15 May 2012.
  4. ^ "GlobeScan's Offices". Retrieved 15 May 2012.
  5. ^ "GlobeSCan's Global Reach". Retrieved 15 May 2012.
  6. ^ "GlobeScan Chairman and CEO, Doug Miller". Retrieved 14 May 2012.
  7. ^ "GlobeScan Chairman and CEO, Doug Miller". Archived from the original on 9 July 2012. Retrieved 14 May 2012.
  8. ^ President Message. GlobeScan Main Website. Accessed April 25, 2009.
  9. ^ "About GlobeScan". Retrieved 15 May 2012.
  10. ^ Webmedev? Russian president's new blog gets earful from the masses. Christian Science Monitor. Published April 24, 2009.
  11. ^ Ethical consumers give Fairtrade a boost. Financial Times. Published April 16, 2009.
  12. ^ A year in review - 75th anniversary. BBC. Accessed April 25, 2009.
  13. ^ "Europe less, China more popular in global BBC poll". BBC. 11 May 2012. Retrieved 15 May 2012.
  14. ^ Cellan-Jones, Rory (2017-09-22). "Fake news worries 'are growing'". BBC News. Retrieved 2017-09-23.
  15. ^ "The French election: An inconvenient truth". The Economist. 31 March 2012. Retrieved 14 May 2012.
  16. ^ "Capitalism's waning popularity: Market of ideas". The Economist. 9 April 2011. Retrieved 14 May 2012.
  17. ^ "Public opinion on capitalism: Market troubles". The Economist. 6 April 2011. Retrieved 14 May 2012.
  18. ^ "What puts companies on top of the Sustainability Leadership list?". GreenBiz. Retrieved 14 May 2012.
  19. ^ "Unilever Tops List of Sustainability Leaders". GreenBiz. Retrieved 14 May 2012.
  20. ^ "Business Leaders Still Struggle to Integrate Sustainability into MIssion". GreenBiz. Retrieved 14 May 2012.
  21. ^ "Why businesses suffer from a trust gap". GreenBiz. Retrieved 14 May 2012.
  22. ^ "How to keep sustainability perceptions in line with performance". GreenBiz. Retrieved 14 May 2012.
  23. ^ Wright, Oliver (11 May 2012). "How the world fell out of love with Europe". London: The Independent. Retrieved 14 May 2012.
  24. ^ "GlobeScan Case Studies". Retrieved 15 May 2012.
  25. ^ "About The Regeneration Roadmap". Retrieved 15 May 2012.
  26. ^ "The Regeneration Roadmap Sponsors". Retrieved 15 May 2012.
  27. ^ "Unilever Sustainable Living Lab". Retrieved 15 May 2012.
  28. ^ Greendex. National Geographic Society. Accessed 14 May 2012.
  29. ^ First-of-its-kind 14-country study ranks consumers according to environmental behavior. e! Science News. May 7, 2008.
  30. ^ "2008 Greendex Results". National Geographic. Retrieved 14 May 2012.
  31. ^ "2009 Greendex Results". National Geographic. Retrieved 14 May 2012.
  32. ^ "2010 Greendex Results". National Geographic. Retrieved 14 May 2012.
  33. ^ World wants Obama as president: poll. Australian Broadcasting Corporation. Posted September 9, 2008.
  34. ^ "GlobeScan Client List". Retrieved 15 May 2012.

External links[edit]