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.
We conducted uber-qualitative groups to identify the key motivations, barriers and attitudinal cohorts of support. This fuelled a comprehensive quantitative phase that created a map of the key reasons people give to charity. 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 research with Opinium has delivered a great springboard from which to launch our new approach, enabling us to identify the most valuable groups to target, understand and address potential barriers to support, and develop a truly supporter-centred strategy.”
Director of Communications, Action for Children
We identified the most valuable segments to target and how to target them effectively. This also included identifying 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 are now driven by target consumers – i.e. a true audience driven strategy.
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