Alzheimer's Society

Background:
Bliss is the leading UK charity working to provide the best possible care and support for all premature and sick babies and their families. They ensure all babies born too soon, too small or too sick in the UK have the best possible chance of survival and of reaching their full potential.

Bliss wanted to understand how they can increase their levels of awareness and financial support from the overall market place so they can do more to help care for babies born early or sick and their parents.

Through Catalyst a range of adcepts were created and tested along with a number of key areas to understand what drives engagement and motivation.

The research methodology involved completing a 20 question survey online.

The cold sample was recruited via a range of sources to demographically represent the UK market based on age and gender. Results were then re-weighted by age and gender, giving a statistical confidence level of +/- 2.29%.

In addition, to understand reaction from a warm audience, internal email data was used to invite Bliss supporters to take the same survey.

Results summary:

Bliss discovered their prompted brand awareness and what sized market this equated to. It gave greater understanding of their close competitors and how their brand awareness compared.

Through ‘shoot out’ overall preference and individual statement questions, Bliss were able to assess which creative adcept was strongest and in particular which would provoke a response.

The research enabled Bliss to gain an understanding on what areas of its work are seen as most appealing and what are the most important areas Bliss should focus its resources on.

Through the research a profile of handraisers was discovered – those people who strongly agreed to a statement and want to do something to change the situation. This provided a strong demographic profile to target recruitment campaigns at; applying key learning’s following the research.