Insight & Analysis of Consumer Attitudes to IP Infringement

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 femal...