Opinium

We help our clients harness the power of insight to build, grow, promote and make strategic business decisions.

London, United Kingdom
Founded: 2007
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Skills
Market Research
Online Research
Consumer Research
Insight
Consumer Insight
Measurement and insight
Insights and Strategy
B2C Market Research
thought leadership
Insight and Research

and 3 more

Clients
Deloitte
Unilever
PepsiCo
Barclays
Pernod Ricard
The Guardian
Fidelity
Sainsbury's
Estee lauder
Santander

and 10 more

Sector Experience
Automotive
Business to Business
Charity
FMCG
Food & Drink
Professional Services
Retail
Technology
Financial services
Healthcare & pharma

and 2 more

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Revolutionising a charity’s targeting strategy

by Emily Dickinson

The Need

Our client is a national charity which needed to refine its’ audience targeting strategy, from a traditional channel based approach to one that is more specific and audience led. It also needed to identify how it can differentiate itself in an incredibly cluttered environment.

Our Approach

We conducted uber-qualitative groups to identify the key motivations, barriers and attitudinal cohorts in relation to support. We used this to fuel a comprehensive quantitative phase that created a map of the key reasons people give to charity and segmented people based on their motivations. Finally, we appended the segments onto our panel so that all future brand and marketing decision-making was dictated by consumers wants and needs, rather than the internal marketing team.

The Outcome

We identified the most important motivations for support and how each charity delivered on them. This highlighted strengths, weaknesses and white space areas for the charity to forge a clear niche in the sector. The segmentation ensured that key decisions where now driven by target consumers – i.e. a true audience driven strategy.

Tags

Research
charity
targeting strategy
Qualitative Research
Quantitative Research
audiences

Clients

National charity