1. Stakeholder Survey
Prepared for: Seafish
Date: May 2016

2. Objectives of the research
Consider how well different types of stakeholder understood Seafish’s remit
Evaluate attitudes towards Seafish and consider how perceptions of the Seafish brand could be improved
Assess how well Seafish was perceived to communicate with stakeholders
Consider how well Seafish was meeting stakeholder needs and how this could be improved
Benchmarking stakeholder satisfaction with Seafish
Establish how Seafish could improve stakeholder satisfaction

3. Research approach 350 telephone interviews
Sample list provided by Seafish
Pre-agreed questionnaire
Quota to reflect 2014 sample
Each interview lasted mins
Data analysed using SNAP

4. Key findings
Seafish is seen quite positively – some areas have not improved since 2014 but in many areas there are upward trends and some significant gains
Overall satisfaction with communication has increased from 60% to 68% - respondents were more likely to interact with Seafish in a range of ways and criticism of communication has decreased throughout
In 2014 levy payers were consistently more negative than non-levy payers – this gap has significantly narrowed
Overall satisfaction up to 67% , from 65% in 2014; the proportion who were very satisfied increased from 16% to 24%
82% thought Seafish’s high level objectives matched their own
Levy payers perceptions of value for money increased from 37% to 49% and perceptions of poor value decreased from 26% to 16%

5. Profile of the respondents

6. Nature of organisation
 50% levy /non levy payers
2014 %
2016 %
Base (number of respondents)
352
350
Fisherman 22 21
Processor 19
Importer NA 11
Small retailer 7 14
Large retailer 5
Food service supplier 6 8
Food service operator 1 4
Wholesaler 13 15
Fish salesman 3
Consultant 2
Government Dept. or Agency
Education / Training Provider
Environmental Group
Media
Aquaculture Grower
Trade Body
Other

7. Understanding of Seafish Remit

8. Understanding of Seafish’s Remit

9. Terms to describe Seafish

10. Prompted perceptions of Seafish
Mean Score - 1best, 5 worst (% agree/strongly agree)
2014
2016
Works well in partnership
2.58 (40)
2.23 (61)
Proactive
2.34 (59)
2.43 (51)
Meets my expectations
2.77 (38)
2.55 (51)
Responds quickly
2.61 (43)
Reliable
2.37 (59)
2.33 (54)
Enthusiastic
2.47 (44)
2.36 (49)
Innovative
2.81 (30)
2.64 (40)
Knowledgeable & expert
2.15 (68)
1.95 (71)
Listen to stakeholders
2.81 (33)
2.59 (44)
Helpful
2.25 (60)
2.18 (62)
Open to new ideas
2.72 (34)
2.45 (45)

11. Seafish’s high level objectives

12. Overall Satisfaction with Seafish

13. Overall satisfaction

14. How can Seafish improve your satisfaction?
2014 %
2016 %
Base (number of respondents)
352
350
Improve communications 55 23
Promote services offered more 35 17
Advertising to encourage people to eat seafood 16 11
Make it clear what we get for the levy 13 7
Work more with grass roots / small business 5 3
More for small catching sector -
More industry led 1 2
More local / regional presence
More for importers
Take away the levy *
Less promotion of imported fish / promote UK catching sector
Reduce levy 4
More for importers who pay largest levy
Nothing I’m satisfied 15
Don’t know 21
Other 27 28

15. Perceptions of value for money among levy payers

16. Reasons for perceiving poor value for money

17. Perceptions of worth

18. Communicating with Seafish

19. Communicating with Seafish
2014 %
2016 %
Base (number of respondents)
352
350
Seafish website 47 59
Seafish e-newsletter 29 36
Talking to staff at Seafish 28 46
Seafish publications 21 34
Never hear anything 14 13
Seafish events/meetings 11 23
Other Seafish newsletter 8 5
Industry panel member 7
Rumour 1
Other Seafish 2
Fishing News 3
Social Media -
Other

20. Rating of communication across Seafish in general

21. Reason for rating communication good or excellent

22. Reason for rating communication neither good nor poor

23. Reasons for rating communications as poor

24. Key Issues Affecting Respondents

25. Keys Issues facing stakeholders
Next 12mths %
Next 10-20yrs %
Base (number of respondents)
352
350
Sales (falling, maintaining, growing) 44 32
EU Referendum 43 27
Stock sustainability 35 31
Discard ban / Landing obligation 17
Responsible sourcing 21
Recruitment of trained/skilled staff 16 11
Skills development / training 13 10
Funding 5
Quota management
Environmental issues (e.g. weather) 3
New product development
Ethics / social responsibilities 2
Need for capital investment 1
Don’t know - 23
Other 20 9

26. How can Seafish support?

27. Stakeholder Presentation
Prepared for: Seafish
Date: May 2016