Report Structure
This report is organized by persona. For each persona, it shows the demographic profile and attitude profile first, followed by the messages that persona evaluated and the scores they gave each message.
Attitude scales use 0-10. Message evaluations use 1-7, where 1 means strongly disagree and 7 means strongly agree.
Persona 01
Demographic Profile
Education
Master’s degree
Financial situation
Coping
Location type
Major capital city
Household
Shared household
Occupation
Digital strategist
Employment
Employed full-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
3
|
|
Redistribution
|
2
|
|
Climate priority
|
8
|
|
Immigration openness
|
7
|
|
State-market position
|
4
|
|
Defence spending support
|
4
|
|
Social values
|
8
|
|
Sovereignty vs integration
|
7
|
|
Trust in national institutions
|
4
|
|
Trust in politicians
|
3
|
|
Trust in supranational institutions
|
6
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Climate & environment
Energy supply
Healthcare
Housing
Social security & pensions
Rule of law & democracy
|
|
Current-event context
|
Cost-of-living squeeze
Climate extremes
AI disruption
Election cycle / political instability
|
Messages Evaluated By This Persona
Message 1 / Campaign: microsoft_cloud_licensing / ID: microsoft_03
Microsoft’s restrictive licensing harms European competitiveness
Short label: Cloud competition and European AI
Frame: ai_and_cloud_competitiveness Quality: not specified
As Mario Draghi’s report states, Europe’s competitiveness is declining compared to other global economies. It also emphasises the critical role of artificial intelligence in boosting Europe’s industrial competitiveness with AI adoption offering a 1.2-1.4 trillion euro opportunity in the next 10 years. Cloud computing is the engine powering that AI revolution. But, Microsoft’s practices hinder such opportunities by locking European companies and organisations into Azure and not permitting them to choose from the broadest variety of AI tools, including those developed by EU companies, at the best cost.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
4
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
3
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Message 2 / Campaign: suntory_sugar_reformulation / ID: suntory_04
Scaling up lower-sugar drink production is a challenge
Short label: Production scale-up
Frame: technical_complexity Quality: not specified
Once a new lower-sugar formula for a soft drink is perfected in the lab, or development kitchen as we like to call it, it must be scaled up for production. Ingredients behave differently in large volumes; carbonation interacts with sweeteners in unexpected ways, and even tiny changes in temperature or mixing can alter taste. Food engineers and production teams work closely with our scientists to ensure every batch meets the same high standards as the lab prototype. This includes testing for stability, shelf life, and flavour consistency. It’s a complex, highly technical process that demands investment, precision, and innovation. By mastering the scale-up process, SBFE ensures that iconic brands like Orangina and Schweppes can evolve with lower sugar content while remaining instantly recognisable and enjoyable. This highlights how science, technology, and European expertise come together to deliver better choices for consumers without compromising quality.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
6
|
|
Fairness
|
6
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Message 3 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_high_01
Immigration policy should match border management with integration capacity
Short label: Orderly migration and integration
Frame: orderly_migration_and_integration_capacity Quality: high
A credible European immigration policy has to do two things at the same time: manage arrivals in an orderly way and make integration realistic for the communities receiving newcomers. That means faster asylum decisions, clearer legal pathways for workers in shortage sectors, and stronger support for language learning, housing, schools, and local services. Without border management, public trust declines. Without integration capacity, even legal migration can create pressure on communities. A serious EU approach should reduce chaos at the border while helping people who stay to participate, work, and contribute.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
5
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Persona 02
Demographic Profile
Education
Bachelor’s degree
Financial situation
Living comfortably
Household
Couple with young children
Occupation
Cloud engineer
Employment
Employed full-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
5
|
|
Redistribution
|
5
|
|
Climate priority
|
6
|
|
Immigration openness
|
5
|
|
State-market position
|
7
|
|
Defence spending support
|
6
|
|
Social values
|
5
|
|
Sovereignty vs integration
|
5
|
|
Trust in national institutions
|
5
|
|
Trust in politicians
|
4
|
|
Trust in supranational institutions
|
5
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Economy & growth
Trade & industrial policy
Defence & security
Digital & AI policy
|
|
Current-event context
|
Cost-of-living squeeze
Russia / Ukraine war
AI disruption
|
Messages Evaluated By This Persona
Message 1 / Campaign: microsoft_cloud_licensing / ID: microsoft_02
Microsoft deliberately created restrictive licensing to lock customers into Azure
Short label: Deliberate Azure lock-in
Frame: punitive_licensing Quality: not specified
Until a few years ago, customers could run the Microsoft software they owned on any cloud provider in a programme called Bring Your Own Licence. According to The Economist, this programme was so popular that more customers ran their Windows software on AWS than on Microsoft’s Azure. Microsoft CEO Satya Nadella admitted, “We were stupid, not realising what was happening” and decided to lock customers into Azure. In response, Microsoft created a series of rules that punished customers for running their software on Azure’s key competitors. Today, Microsoft forces customers to use Azure or pay a 400% markup, restricts access to security updates, and more. That’s great for Microsoft but bad for customers, security and innovation. European cloud customers should choose what cloud works best for their business - not Microsoft.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
4
|
Message 2 / Campaign: suntory_sugar_reformulation / ID: suntory_01
Taste testing makes lower-sugar drinks enjoyable
Short label: Taste testers and sensory science
Frame: taste_protection Quality: not specified
Achieving great taste in reduced-sugar products is no easy task, especially since there’s no one-size-fits-all. Even the most carefully developed formula isn’t ready until it passes the ultimate test: the human palate. Reformulated drinks are tested by trained panels as well as everyday consumers, who help assess sweetness, acidity, aroma, and overall enjoyment. Tasting sessions take place throughout a drink’s development, from the lab to pilot-scale production, often across several countries as taste preferences vary. Scientists use this valuable feedback to perfect recipes and ensure lower-sugar drinks still taste just as good. Over the past decade, SBFE has been reformulating, rethinking, and reimagining our drinks offered across Europe. By bringing together science and consumer insight, we support healthier diets while making sure well-loved soft drinks such as Oasis, Orangina and Schweppes remain genuinely enjoyable.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Message 3 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_high_01
Immigration policy should match border management with integration capacity
Short label: Orderly migration and integration
Frame: orderly_migration_and_integration_capacity Quality: high
A credible European immigration policy has to do two things at the same time: manage arrivals in an orderly way and make integration realistic for the communities receiving newcomers. That means faster asylum decisions, clearer legal pathways for workers in shortage sectors, and stronger support for language learning, housing, schools, and local services. Without border management, public trust declines. Without integration capacity, even legal migration can create pressure on communities. A serious EU approach should reduce chaos at the border while helping people who stay to participate, work, and contribute.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
4
|
Persona 03
Demographic Profile
Education
Upper secondary
Financial situation
Finding it difficult
Household
Single parent - older children / teens
Occupation
Retail supervisor
Employment
Employed full-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
2
|
|
Redistribution
|
3
|
|
Climate priority
|
5
|
|
Immigration openness
|
4
|
|
State-market position
|
3
|
|
Defence spending support
|
5
|
|
Social values
|
4
|
|
Sovereignty vs integration
|
4
|
|
Trust in national institutions
|
3
|
|
Trust in politicians
|
2
|
|
Trust in supranational institutions
|
4
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Healthcare
Housing
Social security & pensions
Immigration
Corruption & accountability
|
|
Current-event context
|
Cost-of-living squeeze
Election cycle / political instability
Housing affordability crisis
Global economic uncertainty
|
Messages Evaluated By This Persona
Message 1 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_high_01
Immigration policy should match border management with integration capacity
Short label: Orderly migration and integration
Frame: orderly_migration_and_integration_capacity Quality: high
A credible European immigration policy has to do two things at the same time: manage arrivals in an orderly way and make integration realistic for the communities receiving newcomers. That means faster asylum decisions, clearer legal pathways for workers in shortage sectors, and stronger support for language learning, housing, schools, and local services. Without border management, public trust declines. Without integration capacity, even legal migration can create pressure on communities. A serious EU approach should reduce chaos at the border while helping people who stay to participate, work, and contribute.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
6
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
5
|
Message 2 / Campaign: suntory_sugar_reformulation / ID: suntory_02
People can enjoy healthier products without compromising on taste
Short label: Gradual sugar reduction
Frame: consumer_adaptation Quality: not specified
You’re enjoying the same great-tasting beverages your parents did, but there’s a difference. The sugar content of some beloved classics has been significantly reduced. Changing the taste of our favourites can take some getting used to. That’s why in France, the sugar content of one of SBFE’s iconic drinks, Oasis Tropical, was gradually brought down by 34% over 20 years. This allowed consumers to adjust their taste preferences naturally, over time. The reformulation process is done hand in hand with consumers. Through blind taste tests and consumer feedback, we make sure people can enjoy the same experience while having healthier options. By combining food technology, sensory research, and an understanding of how our tastes change, we’ve reduced added sugar across our portfolio by 30% over the past decade, while staying true to what people love.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
4
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
4
|
Message 3 / Campaign: microsoft_cloud_licensing / ID: microsoft_03
Microsoft’s restrictive licensing harms European competitiveness
Short label: Cloud competition and European AI
Frame: ai_and_cloud_competitiveness Quality: not specified
As Mario Draghi’s report states, Europe’s competitiveness is declining compared to other global economies. It also emphasises the critical role of artificial intelligence in boosting Europe’s industrial competitiveness with AI adoption offering a 1.2-1.4 trillion euro opportunity in the next 10 years. Cloud computing is the engine powering that AI revolution. But, Microsoft’s practices hinder such opportunities by locking European companies and organisations into Azure and not permitting them to choose from the broadest variety of AI tools, including those developed by EU companies, at the best cost.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
3
|
|
Freedom from control
|
4
|
|
Personal resonance
|
5
|
Persona 04
Demographic Profile
Education
Post-secondary / diploma
Financial situation
Living comfortably
Location type
Town or small city
Occupation
Operations manager
Employment
Employed full-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
6
|
|
Redistribution
|
6
|
|
Climate priority
|
4
|
|
Immigration openness
|
3
|
|
State-market position
|
7
|
|
Defence spending support
|
7
|
|
Social values
|
3
|
|
Sovereignty vs integration
|
3
|
|
Trust in national institutions
|
5
|
|
Trust in politicians
|
3
|
|
Trust in supranational institutions
|
3
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Economy & growth
Jobs & unemployment
Trade & industrial policy
Immigration
Defence & security
Corruption & accountability
|
|
Current-event context
|
Cost-of-living squeeze
Russia / Ukraine war
Election cycle / political instability
|
Messages Evaluated By This Persona
Message 1 / Campaign: microsoft_cloud_licensing / ID: microsoft_07
The European cloud sector is growing, not consolidating
Short label: European cloud growth
Frame: european_cloud_growth Quality: not specified
The European cloud sector is growing, not consolidating, and smaller and mid-sized providers are thriving and growing faster than the overall sector.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
6
|
|
Personal resonance
|
5
|
Message 2 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_low_01
Europe needs better immigration policies
Short label: Generic immigration policy
Frame: generic_control_and_help Quality: low
Immigration is an important issue for Europe. The EU should have better rules so that migration is controlled and people who arrive can be helped. Good immigration policy should protect borders, support integration, and make sure the system works for everyone.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
3
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
4
|
Message 3 / Campaign: suntory_sugar_reformulation / ID: suntory_04
Scaling up lower-sugar drink production is a challenge
Short label: Production scale-up
Frame: technical_complexity Quality: not specified
Once a new lower-sugar formula for a soft drink is perfected in the lab, or development kitchen as we like to call it, it must be scaled up for production. Ingredients behave differently in large volumes; carbonation interacts with sweeteners in unexpected ways, and even tiny changes in temperature or mixing can alter taste. Food engineers and production teams work closely with our scientists to ensure every batch meets the same high standards as the lab prototype. This includes testing for stability, shelf life, and flavour consistency. It’s a complex, highly technical process that demands investment, precision, and innovation. By mastering the scale-up process, SBFE ensures that iconic brands like Orangina and Schweppes can evolve with lower sugar content while remaining instantly recognisable and enjoyable. This highlights how science, technology, and European expertise come together to deliver better choices for consumers without compromising quality.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
3
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Persona 05
Demographic Profile
Education
Bachelor’s degree
Financial situation
Finding it difficult
Household
Shared household
Occupation
Postgraduate student
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
1
|
|
Redistribution
|
1
|
|
Climate priority
|
9
|
|
Immigration openness
|
8
|
|
State-market position
|
2
|
|
Defence spending support
|
3
|
|
Social values
|
9
|
|
Sovereignty vs integration
|
8
|
|
Trust in national institutions
|
3
|
|
Trust in politicians
|
2
|
|
Trust in supranational institutions
|
7
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Climate & environment
Energy supply
Healthcare
Housing
Social security & pensions
Rule of law & democracy
|
|
Current-event context
|
Cost-of-living squeeze
Climate extremes
Election cycle / political instability
Housing affordability crisis
Global economic uncertainty
|
Messages Evaluated By This Persona
Message 1 / Campaign: eu_policy_quality_calibration / ID: eu_digital_high_01
Digital regulation should protect rights while preserving innovation
Short label: Balanced AI and data governance
Frame: rights_innovation_and_enforcement_capacity Quality: high
Europe needs digital rules that protect citizens without making it harder to build and adopt useful technologies. Good AI and data regulation should focus on clear risks: privacy violations, discriminatory automated decisions, unsafe systems, and excessive market power. But rules also need to be predictable, technically workable, and enforceable, especially for smaller firms that cannot absorb endless compliance costs. The strongest European approach is not regulation for its own sake, but a framework that protects rights, supports trust, and still allows European companies to innovate.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
5
|
|
Community or national belonging
|
3
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
6
|
Message 2 / Campaign: suntory_sugar_reformulation / ID: suntory_02
People can enjoy healthier products without compromising on taste
Short label: Gradual sugar reduction
Frame: consumer_adaptation Quality: not specified
You’re enjoying the same great-tasting beverages your parents did, but there’s a difference. The sugar content of some beloved classics has been significantly reduced. Changing the taste of our favourites can take some getting used to. That’s why in France, the sugar content of one of SBFE’s iconic drinks, Oasis Tropical, was gradually brought down by 34% over 20 years. This allowed consumers to adjust their taste preferences naturally, over time. The reformulation process is done hand in hand with consumers. Through blind taste tests and consumer feedback, we make sure people can enjoy the same experience while having healthier options. By combining food technology, sensory research, and an understanding of how our tastes change, we’ve reduced added sugar across our portfolio by 30% over the past decade, while staying true to what people love.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
6
|
|
Fairness
|
5
|
|
Community or national belonging
|
3
|
|
Order, rules, or authority
|
4
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
5
|
Message 3 / Campaign: microsoft_cloud_licensing / ID: microsoft_06
Cloud and AI are changing too quickly for gatekeeper designation
Short label: Dynamic AI/cloud market
Frame: regulation_would_harm_innovation Quality: not specified
AI is revolutionising the cloud, with the sector changing dramatically every month. Given this highly dynamic environment, regulatory intervention by designating cloud companies as gatekeepers is unwarranted and would harm innovation and growth.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
4
|
|
Community or national belonging
|
3
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Persona 06
Demographic Profile
Education
Post-secondary / diploma
Financial situation
Coping
Location type
Suburb / peri-urban
Household
Couple, no children
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
2
|
|
Redistribution
|
3
|
|
Climate priority
|
6
|
|
Immigration openness
|
5
|
|
State-market position
|
4
|
|
Defence spending support
|
6
|
|
Social values
|
5
|
|
Sovereignty vs integration
|
5
|
|
Trust in national institutions
|
6
|
|
Trust in politicians
|
4
|
|
Trust in supranational institutions
|
5
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Healthcare
Housing
Social security & pensions
Defence & security
|
|
Current-event context
|
Cost-of-living squeeze
Russia / Ukraine war
|
Messages Evaluated By This Persona
Message 1 / Campaign: suntory_sugar_reformulation / ID: suntory_03
Not all sweeteners are created equal
Short label: Sweetener science and EU rules
Frame: regulatory_barrier Quality: not specified
Replacing sugar in a soft drink isn’t as simple as swapping one sweetener for another. Choosing the right ingredients and carefully adjusting the taste is a delicate science. There are many low- and no-calorie sweeteners, and each affects taste, acidity, and carbonation differently. Some are intensely sweet and only needed in very small amounts, while others can influence mouthfeel or leave an aftertaste if not balanced carefully. Food scientists fine-tune these ingredients for different drinks, ensuring that products with less sugar still taste familiar and enjoyable. SBFE’s expertise in sweetener science allows it to continue reducing sugar while preserving the taste consumers expect. Experience across Europe shows that gradual sugar reduction, combined with the careful use of sweeteners, helps people adapt to lower-sugar drinks. Updating EU rules on sweeteners to better support voluntary sugar-reduction efforts and encourage product innovation would help expand the range of healthier options available to consumers.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Message 2 / Campaign: microsoft_cloud_licensing / ID: microsoft_09
EU public funding is creating alternatives to AWS and Azure
Short label: EU investment creates alternatives
Frame: eu_funding_creates_choice Quality: not specified
EU public funding is creating alternatives to AWS and Azure - the EU mobilised 200 billion euro through InvestAI, 43 billion euro through the Chips Act, and 150 billion euro through the AI Champions Initiative, proving governments are actively creating customer choice.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
5
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
4
|
Message 3 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_low_01
Europe needs better immigration policies
Short label: Generic immigration policy
Frame: generic_control_and_help Quality: low
Immigration is an important issue for Europe. The EU should have better rules so that migration is controlled and people who arrive can be helped. Good immigration policy should protect borders, support integration, and make sure the system works for everyone.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
4
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
3
|
|
Freedom from control
|
4
|
|
Personal resonance
|
3
|
Persona 07
Demographic Profile
Education
Doctoral degree
Financial situation
Living comfortably
Household
Couple, no children
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
5
|
|
Redistribution
|
6
|
|
Climate priority
|
7
|
|
Immigration openness
|
6
|
|
State-market position
|
8
|
|
Defence spending support
|
5
|
|
Social values
|
7
|
|
Sovereignty vs integration
|
6
|
|
Trust in national institutions
|
4
|
|
Trust in politicians
|
3
|
|
Trust in supranational institutions
|
5
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Climate & environment
Energy supply
Economy & growth
Trade & industrial policy
Digital & AI policy
Corruption & accountability
|
|
Current-event context
|
Cost-of-living squeeze
Climate extremes
AI disruption
Election cycle / political instability
|
Messages Evaluated By This Persona
Message 1 / Campaign: microsoft_cloud_licensing / ID: microsoft_10
Customers have significant flexibility in choosing, combining, and switching providers
Short label: Customer flexibility and multi-cloud tools
Frame: multi_cloud_flexibility Quality: not specified
Customers have significant flexibility in choosing, combining, and switching between multiple IT providers. More than 70% of the largest European customers use multiple cloud providers, and Gartner estimates 81% of organisations globally use multiple public cloud providers as of 2023. This widespread multi-cloud behaviour demonstrates customers are free to choose IT solutions that best meet their needs, with no evidence of lock-in. Multiple cloud providers offer solutions that facilitate multi-cloud usage, including AWS Interconnect, Google Cross-Cloud Interconnect, Oracle Database@AWS, Oracle Interconnect for Azure, and third-party providers like Equinix and Megaport.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
6
|
|
Personal resonance
|
4
|
Message 2 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_low_01
Europe needs better immigration policies
Short label: Generic immigration policy
Frame: generic_control_and_help Quality: low
Immigration is an important issue for Europe. The EU should have better rules so that migration is controlled and people who arrive can be helped. Good immigration policy should protect borders, support integration, and make sure the system works for everyone.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
3
|
Message 3 / Campaign: suntory_sugar_reformulation / ID: suntory_03
Not all sweeteners are created equal
Short label: Sweetener science and EU rules
Frame: regulatory_barrier Quality: not specified
Replacing sugar in a soft drink isn’t as simple as swapping one sweetener for another. Choosing the right ingredients and carefully adjusting the taste is a delicate science. There are many low- and no-calorie sweeteners, and each affects taste, acidity, and carbonation differently. Some are intensely sweet and only needed in very small amounts, while others can influence mouthfeel or leave an aftertaste if not balanced carefully. Food scientists fine-tune these ingredients for different drinks, ensuring that products with less sugar still taste familiar and enjoyable. SBFE’s expertise in sweetener science allows it to continue reducing sugar while preserving the taste consumers expect. Experience across Europe shows that gradual sugar reduction, combined with the careful use of sweeteners, helps people adapt to lower-sugar drinks. Updating EU rules on sweeteners to better support voluntary sugar-reduction efforts and encourage product innovation would help expand the range of healthier options available to consumers.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
6
|
|
Fairness
|
5
|
|
Community or national belonging
|
3
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
5
|
Persona 08
Demographic Profile
City / region
Newcastle upon Tyne
Education
Upper secondary
Financial situation
Coping
Location type
Town or small city
Household
Couple with young children
Occupation
Care coordinator
Employment
Employed part-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
2
|
|
Redistribution
|
2
|
|
Climate priority
|
6
|
|
Immigration openness
|
5
|
|
State-market position
|
3
|
|
Defence spending support
|
4
|
|
Social values
|
6
|
|
Sovereignty vs integration
|
6
|
|
Trust in national institutions
|
4
|
|
Trust in politicians
|
3
|
|
Trust in supranational institutions
|
5
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Healthcare
Housing
Social security & pensions
Corruption & accountability
|
|
Current-event context
|
Cost-of-living squeeze
Election cycle / political instability
|
Messages Evaluated By This Persona
Message 1 / Campaign: eu_policy_quality_calibration / ID: eu_climate_low_01
Europe needs stronger climate rules
Short label: Vague climate regulation
Frame: vague_environmental_urgency Quality: low
Climate change is a serious problem, and Europe needs to do more to stop it. Stronger rules can help reduce emissions and make companies behave more responsibly. If the EU wants to protect the planet, it should support more climate regulation and make sure everyone follows the rules.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
4
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
4
|
Message 2 / Campaign: microsoft_cloud_licensing / ID: microsoft_05
The EU Data Act already regulates cloud competition
Short label: Data Act already regulates cloud
Frame: data_act_already_covers_cloud Quality: not specified
The EU Data Act already regulates cloud competition with binding obligations: facilitating switching and multi-cloud usage, ensuring data portability, removing barriers, enabling interoperability, and eliminating data transfer fees.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
4
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
4
|
Message 3 / Campaign: suntory_sugar_reformulation / ID: suntory_01
Taste testing makes lower-sugar drinks enjoyable
Short label: Taste testers and sensory science
Frame: taste_protection Quality: not specified
Achieving great taste in reduced-sugar products is no easy task, especially since there’s no one-size-fits-all. Even the most carefully developed formula isn’t ready until it passes the ultimate test: the human palate. Reformulated drinks are tested by trained panels as well as everyday consumers, who help assess sweetness, acidity, aroma, and overall enjoyment. Tasting sessions take place throughout a drink’s development, from the lab to pilot-scale production, often across several countries as taste preferences vary. Scientists use this valuable feedback to perfect recipes and ensure lower-sugar drinks still taste just as good. Over the past decade, SBFE has been reformulating, rethinking, and reimagining our drinks offered across Europe. By bringing together science and consumer insight, we support healthier diets while making sure well-loved soft drinks such as Oasis, Orangina and Schweppes remain genuinely enjoyable.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
4
|
Persona 09
Demographic Profile
Education
Bachelor’s degree
Financial situation
Living comfortably
Household
Couple with teenagers
Employment
Employed full-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
6
|
|
Redistribution
|
7
|
|
Climate priority
|
4
|
|
Immigration openness
|
3
|
|
State-market position
|
8
|
|
Defence spending support
|
7
|
|
Social values
|
3
|
|
Sovereignty vs integration
|
2
|
|
Trust in national institutions
|
5
|
|
Trust in politicians
|
4
|
|
Trust in supranational institutions
|
3
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Economy & growth
Jobs & unemployment
Trade & industrial policy
Immigration
Defence & security
|
|
Current-event context
|
Cost-of-living squeeze
Russia / Ukraine war
|
Messages Evaluated By This Persona
Message 1 / Campaign: eu_policy_quality_calibration / ID: eu_immigration_low_01
Europe needs better immigration policies
Short label: Generic immigration policy
Frame: generic_control_and_help Quality: low
Immigration is an important issue for Europe. The EU should have better rules so that migration is controlled and people who arrive can be helped. Good immigration policy should protect borders, support integration, and make sure the system works for everyone.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
4
|
|
Fairness
|
4
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
7
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
4
|
Message 2 / Campaign: suntory_sugar_reformulation / ID: suntory_03
Not all sweeteners are created equal
Short label: Sweetener science and EU rules
Frame: regulatory_barrier Quality: not specified
Replacing sugar in a soft drink isn’t as simple as swapping one sweetener for another. Choosing the right ingredients and carefully adjusting the taste is a delicate science. There are many low- and no-calorie sweeteners, and each affects taste, acidity, and carbonation differently. Some are intensely sweet and only needed in very small amounts, while others can influence mouthfeel or leave an aftertaste if not balanced carefully. Food scientists fine-tune these ingredients for different drinks, ensuring that products with less sugar still taste familiar and enjoyable. SBFE’s expertise in sweetener science allows it to continue reducing sugar while preserving the taste consumers expect. Experience across Europe shows that gradual sugar reduction, combined with the careful use of sweeteners, helps people adapt to lower-sugar drinks. Updating EU rules on sweeteners to better support voluntary sugar-reduction efforts and encourage product innovation would help expand the range of healthier options available to consumers.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
6
|
|
Personal resonance
|
5
|
Message 3 / Campaign: microsoft_cloud_licensing / ID: microsoft_09
EU public funding is creating alternatives to AWS and Azure
Short label: EU investment creates alternatives
Frame: eu_funding_creates_choice Quality: not specified
EU public funding is creating alternatives to AWS and Azure - the EU mobilised 200 billion euro through InvestAI, 43 billion euro through the Chips Act, and 150 billion euro through the AI Champions Initiative, proving governments are actively creating customer choice.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
5
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
5
|
|
Personal resonance
|
4
|
Persona 10
Demographic Profile
Education
Master’s degree
Financial situation
Coping
Location type
Town or small city
Occupation
Housing solicitor
Employment
Employed full-time
Attitudinal Profile
|
Attitude
|
Score
|
|
Welfare responsibility
|
3
|
|
Redistribution
|
2
|
|
Climate priority
|
7
|
|
Immigration openness
|
6
|
|
State-market position
|
4
|
|
Defence spending support
|
5
|
|
Social values
|
7
|
|
Sovereignty vs integration
|
7
|
|
Trust in national institutions
|
4
|
|
Trust in politicians
|
3
|
|
Trust in supranational institutions
|
6
|
Issue Priorities And Current Context
|
Category
|
Values
|
|
Policy issue priorities
|
Climate & environment
Energy supply
Healthcare
Housing
Social security & pensions
Corruption & accountability
|
|
Current-event context
|
Cost-of-living squeeze
Climate extremes
Election cycle / political instability
|
Messages Evaluated By This Persona
Message 1 / Campaign: microsoft_cloud_licensing / ID: microsoft_06
Cloud and AI are changing too quickly for gatekeeper designation
Short label: Dynamic AI/cloud market
Frame: regulation_would_harm_innovation Quality: not specified
AI is revolutionising the cloud, with the sector changing dramatically every month. Given this highly dynamic environment, regulatory intervention by designating cloud companies as gatekeepers is unwarranted and would harm innovation and growth.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
4
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
4
|
|
Freedom from control
|
4
|
|
Personal resonance
|
4
|
Message 2 / Campaign: eu_policy_quality_calibration / ID: eu_climate_high_01
Climate regulation should combine emissions cuts with practical transition support
Short label: Climate rules with transition support
Frame: predictable_rules_and_transition_support Quality: high
Europe cannot meet its climate goals through ambition alone. Companies, households, and local authorities need clear, predictable rules that reduce emissions while giving them realistic ways to adapt. Climate regulation is most credible when it combines firm long-term targets with practical support: investment in cleaner infrastructure, help for energy-intensive industries to modernise, and protection for households facing higher transition costs. The question is not whether Europe should act, but whether it can design climate rules that are fair, enforceable, and economically sustainable.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
6
|
|
Fairness
|
6
|
|
Community or national belonging
|
3
|
|
Order, rules, or authority
|
6
|
|
Decency or moral standards
|
5
|
|
Freedom from control
|
4
|
|
Personal resonance
|
6
|
Message 3 / Campaign: suntory_sugar_reformulation / ID: suntory_01
Taste testing makes lower-sugar drinks enjoyable
Short label: Taste testers and sensory science
Frame: taste_protection Quality: not specified
Achieving great taste in reduced-sugar products is no easy task, especially since there’s no one-size-fits-all. Even the most carefully developed formula isn’t ready until it passes the ultimate test: the human palate. Reformulated drinks are tested by trained panels as well as everyday consumers, who help assess sweetness, acidity, aroma, and overall enjoyment. Tasting sessions take place throughout a drink’s development, from the lab to pilot-scale production, often across several countries as taste preferences vary. Scientists use this valuable feedback to perfect recipes and ensure lower-sugar drinks still taste just as good. Over the past decade, SBFE has been reformulating, rethinking, and reimagining our drinks offered across Europe. By bringing together science and consumer insight, we support healthier diets while making sure well-loved soft drinks such as Oasis, Orangina and Schweppes remain genuinely enjoyable.
|
Likert dimension
|
Score
|
|
Protecting people from harm
|
5
|
|
Fairness
|
5
|
|
Community or national belonging
|
4
|
|
Order, rules, or authority
|
5
|
|
Decency or moral standards
|
3
|
|
Freedom from control
|
4
|
|
Personal resonance
|
5
|