Doing a depth interview in a coffee shop

Using research to inform branding

Feb 2018
How depth interviews enabled a charity to find out what supporters knew and understood about them

Share this:

Facebook
Twitter
LinkedIn
A charity, comprised of many separate organisations, was considering merging to form a single, larger charity with an unambiguous purpose. They needed to know how well their supporters understood each of the separate organisations and the overall charitable purpose.
Because of the nature of the supporter base and the complexity of the charity we carried out a series of face to face depth interviews to find out what supporters knew.

Insights & Outcome

The interviews showed that, although supporters had a deep clear and correct understanding of the aims of the whole charity, they did not understand the differences between each of the separate organisations. These findings enabled the charity to start work to consolidate each of the organisations into one single charity. The additional findings enabled the charity to adapt the language and style of communications to reflect the motivations of their supporter base.

What the client said...

“Susie took the time to understand our complex organisation and as a result of her approach our supporters felt respected and valued. We had very positive feedback from the interviews which was great and the report provided as well as Susie’s insight have helped us share the results with stakeholders in a very constructive way. We do not have a large marketing/research budget so working with Susie was ideal because everything was costed fairly, there were no surprises and in actual fact we got more out of the project than we expected!”

Fundraising and Communications Director, Small UK Charity

More Case Studies

Let’s have a conversation.

I’d love to hear what’s going on for you. Why not give me a call, send me an e-mail or fill in the form to find out how we can work together.

Contact Susie Mullen
Contact me today
Contact Susie Mullen

Contact Me

Connect with me

Linkedin Twitter
Copyright © 2024
Susie Mullen. All Rights Reserved.

Site Map

Web Hosted by Activ Digital Marketing Kingston