National Numeracy is a registered charity focused on improving the everyday numeracy of the UK population. They have an online learning tool and were keen to identify the best name for such a proposition in order to motivate people to engage with it. Research undertaken by Turquoise was for a robust quantitative assessment of the potential names of the online tool using a demographically representative sample of UK adults.
Turquoise helped us get to the bottom of a tricky problem that was holding us back as an organisation. They were very responsive, professional and got to grips with our needs quickly, providing a rapid turnaround on the insight we needed. Their online data portal was also really useful.
Maurice Tse-Leon, Digital Engagement Manager
The primary objective of the research was to establish the preferred name to use for the online numeracy tool. Specifically, this involved gaining feedback on each of the three potential names, to determine the spontaneous reaction and emotional preference to each name and to evaluate what users understood by each of the different names in terms of impact, memorability and association. We were also asked to determine the likelihood to consider using the online numeracy tool with the different names proposed.
We utilised an online survey approach working with our trusted panel partners. This allowed us to reach a demographically representative UK panel (gender, age, social class, region) of 1,200 respondents, completing the fieldwork in just four working days. This quick turn around was particularly well received by the client based on budgetary requirements and timings of the project. A number of analytical techniques were employed by Turquoise for evaluating the optimal name, including paired comparisons and multivariate analysis. We also utilised our proprietary research methodology – System DNA, to provide the client with the optimum communication style and linguistic format that would need to be adopted in order to elicit the greatest level of behavioural change or engagement with National Numeracy’s online tool.
National Numeracy were presented with market research findings based on an impressive 95% confidence level to aid them with their strategic decision making. We were able to provide useful insights on nationally demographic differences in maths qualifications, as-well-as the UK population’s level of confidence in their numeracy skills and attitude towards maths.
33% of UK adults agreed that they struggled with numeracy, 62% were confident in their numeracy ability and 54% of UK adults wished to improve their numeracy skills.
From the pairwise comparison and using an hierarchical analysis, we were able to provide National Numeracy with statistically robust evidence for the preferred name for the online numeracy tool. It was deemed that the preferred name had a strong association with improving one’s maths and had positive associations with emotions such as being welcoming, clear, and easy to understand.