Q&R your trusted research partner case study
The Challenge
A national support charity sought to better understand its brand awareness, engagement levels, and perception among its target audience. While feedback indicated the charity was valued, data was needed to measure awareness and uncover barriers to deeper engagement—especially among less represented groups and newer members of the community.
Objectives
- Measure awareness, sentiment, engagement, and perceived impact
- Understand barriers to involvement
- Assess views on the charity’s name and brand identity
- Gather stakeholder insights through qualitative research
Methodology
A mixed-methods approach was used:
- A three-week online survey achieved a 17% response rate from a diverse audience
- In-depth interviews were conducted with key industry stakeholders to gather qualitative insights
Key Findings
- High brand awareness (84%), especially among frontline roles, but lower among support staff and newer entrants
- 40% were actively engaged; another 20% were aware but not involved
- Engagement was strongest through in-person events and direct contact, while digital channels were underused
- 44% saw the charity as highly impactful, with positive associations like “supportive,” “accessible,” and “reliable”
- Key barriers: limited awareness and unclear communication
- While a third found the brand identity strong, 24% viewed it as outdated
Recommendations
- Expand reach to underrepresented groups
- Strengthen digital and storytelling strategies
- Improve accessibility and engagement pathways
- Tailor outreach to diverse audiences
- Consider brand refresh to align with evolving needs
Conclusion
These findings provided a clear roadmap for the charity to strengthen its brand awareness, increase engagement, and ultimately enhanse its impact.
“The team at Q&R brought real clarity, structure, and insight to our brief. Their thoughtful approach to both data and stakeholder engagement was invaluable in helping us guide the charity’s communications and future strategy. I wouldn’t hesitate to recommend them as a research partner.”
Cathy Murray, Associate Director, Fleet Street Communications Ltd