Objectives
- Understand and profile key audiences and segments
- Identify drivers of and barriers to supporting [client]
- Identify levers to long-term loyalty and relationship with [client]
- Understand brand perception, brand health and potential stretch
Sample
- Charity partners and supporters
- UK consumers (regional focus)
Location
UK
Method
- Focus groups
- Individual depth interviews
- Online survey
Outcome
The presentation of findings and recommendations highlighted a need to focus on awareness-building activity, suggested key consumer segments which would be most open to their proposition and suggested direct ways in which their brand positioning could be improved as well as highlighting issues with their supporter journey.
