Cecilia Hemana is currently the Head of Research and Insights at Australian Red Cross, having recently moved from the Australian Sports Commission where she was the Director of Sport Market Insights. She has worked in the market research industry for 18 years in Wellington (NZ), Canberra and Melbourne. Firstly, as a provider where she started her career as a trainee researcher until her last role at Colmar Brunton Research as a Group Director. She then made the move to the client-side where she has led organisational and sector-wide research agendas in the government and non-profit sectors.
While at the Australian Sports Commission Cecilia was instrumental in leading the sports sector through a market driven shift by establishing its first series of Australian motivational segmentation models for adults, children, people with disabilities and volunteers. She has worked closely with the executive teams of a range of sporting organisations to better target, design and market sports participation products to its core customer segments. She also championed and led the development of the Commission’s largest standalone national survey – AusPlay – which has become the single data-source currency for both the government and sports sector to inform policy, track participation, drive sports business strategies and size the sports market. Having joined the Australian Red Cross in 2016 she is now building an insights agenda to inform delivery of their Strategy2020. One of the first building blocks has been the development of a motivational segmentation model that unpacks the drivers unpinning Australians’ humanitarian values, attitudes and behaviours to encourage and facilitate greater humanitarian action.
Cecilia has been highly successful in helping organisation’s determine their core insight needs and overcoming the challenges to bring these to life with ever decreasing budgets. She is recognised as a leader of change through the creation of strategically focused insights and their pragmatic application to strategy, design and execution.
If we were wondering whether the outcomes of both Brexit and the election of Donald Trump were signals to a new way of thinking in Australia, suggesting an emerging set of attitudes and behaviours that are more polarising than ever before – then this research confirms that to be true.
In this keynote, we plan to share the underlying construct of what drives their perspectives and behaviours. What are the key factors that affect their view of humanitarianism, and how does it manifest itself in their behaviours as a result? What role does the media play when formulating their attitudes, and what are the implications of this? Why is proximity – both geographic and metaphoric – so critical to attitudes and beliefs?
The differences that emerge are significant – the breadth and depth of public opinion has never been so broad. But what’s driving it? And importantly, at a time when more and more people seem to relish focusing on the differences, we’d like to share a few gems of what makes us the same. It might not be what we expected to find out, and it certainly won’t resolve some of the attitudes articulated by our most extreme.