Independent Age is a national charity that supports older people to stay independent and live well. They offer quality information and expert advice to older people, their families, and carers. Turquoise Thinking was commissioned to provide market research into the total size of the potential market for fundraising, volunteering and campaigning activity; not just amongst their traditional donor base, but amongst all potential groups. In addition, the charity was keen to discover how many people could be supported by their existing and potential services and to determine the interactions that different target groups may have.
Turquoise was able to reach a large nationally representative sample of 4,400 respondents for this quantitative research study.
The significant sample size was selected to ensure that the research findings from all sub-groups studied would be robust. Working with our specialist panel providers we reached 4,000 using an online survey – with Turquoise providing questionnaire design, survey scripting and hosting. The remaining 400 sample, were made up of either older people or those that were internet poor; we reached them using a combination of house-to-house and telephone interviews, using our in-house CATi call centre. As a full-service, multi-modal research agency, we were able to provide the client with a web portal for tracking live results as they were collected.
For this project, the requested output was an interactive market sizing dashboard which Turquoise designed using Microsoft Power BI.
This enabled the client to view results extrapolated up to the UK population in order to interrogate the charity’s entire potential market. Using this tool, they were able to ascertain, for instance, ‘The number of people in the UK who would consider supporting an older persons charity’. This will enable Independent Age to plan future marketing strategies, outreach campaigns and improve engagement with potential supporters and volunteers.