Hampshire and Isle of Wight Air Ambulance bring an advanced Critical Care Team to sick and injured people 365 days a year. Turquoise was commissioned to run market research into individual giving and brand awareness to help inform community fundraising campaigns, improve public perception, and help optimise communication.
Turquoise recommended four face-to-face focus groups: three with non-supporters and one supporter group, across various locations throughout the county and on the Isle of Wight. Participants also filled out a self-completion questionnaire giving their response to six creative communication concepts, and the findings were integrated into our final report.
Turquoise advised on particular triggers to giving, the type of factual content that was favoured in advertising campaigns (including the choice of photographs, imagery and logo size), tone of voice, the timing and frequency of campaigns, choice of media channels and suggested donations.
We established that a personal or emotional connection with the campaign was essential, and we were able to recommend a suggested approach to future comms with the local population.
Our unique approach
Whether we are helping charities to understand and predict human behaviour, driving smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results.
Know what individuals think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows organisations to accurately predict industry and human behaviour, helping to power genuinely forward-thinking strategy and decision making.
