The MySainsbury's online colleague community
ICM
Summary
Upon engagement by Sainsbury's in December 2011, a business employing over 150,000 colleagues, employee research was managed using an off-the-peg survey tool on a 3000-strong panel. Response rates were low, making it difficult for any meaningful conclusions to be drawn. There was a sense of the Head Office being remote from the rest of the business.
Working in close partnership, the Sainsbury's/ICM Research team has reinvented the meaning of colleague research. With 45,000 active members – and counting – the MySainsbury'sonline community has been essential to the runaway success of the...