Sharing Results with a Client

Using desk research for audience targeting

Nov 2020
How a charity used a third party research tool to define discrete target audiences

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A UK based NGO and charity had undertaken a significant research project to identify the characteristics of potential supporters. The client was keen to break the initial research down so that smaller more differentiated groups could be effectively and efficiently targeted.
Using a third-party audience reporting system I was able to divide the initial target group into 5 mutually exclusive sub-groups based on specific attitudes, behaviours and location. I provided in-depth analysis and pen portraits on each of the target groups.

Insights & Outcome

The results allowed the clients to understand and target their primary audiences a whole using the right channels and tapping into the distinctiveness of this group vs the general population. The client was also able to develop a more sophisticated approach to segmenting their target audience, increasing their ability to develop communications and activations which attract, engage and retain particular cohorts in an audience-centred way.

What the client said...

Working with Susie has really helped us to rapidly and accurately gain insight about this important audience group. Susie enhanced our existing knowledge as well as identifying, honing and answering key research questions to progress our understanding. Susie is collaborative and responsive when working with a client, and her regular communication and discussion enabled us to unlock even more of the potential of this project as we progressed.

Chief Strategy Officer, Large UK Charity (£50M+)

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