St Catherine’s Hospice approached us to conduct research into the perceptions of the charity, and to understand the impact their charity shops have on brand awareness. This study followed a rebrand done by the charity with the hopes of discovering if and how this has affected their brand perceptions as well as to guide them in determining best locations for their shops to improve profitability and thus better support the work they do.
We launched the study with tele-depth interviews with current supporters, these guided the questionnaire design to ensure maximum relevance; the questionnaire was then conducted with a multi-modal approach using online surveys, on street interviews, and a shortened version which occurred in the charity’s shops.
The combination of these techniques enabled us to form a complete view of the awareness and perception of the charity by current supporters, people in the local community, and people who either have spent or are considering spending money at their charity shops.
St Catherines Hospice learned that awareness and support is highest among the older demographic, and that most of their stores are better at raising awareness than generating funds for the charity.
With the insights we provided, they are better positioned to improve their reach with younger audiences, encourage supporters and members of the community to support their shops and increase the overall understanding of the value their charity adds to the community; all of which have the potential to make crucial contributions to the charity’s success.
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.
