Planning Director, DLKW

“I have been working with Define for a number of years across a range of projects. It has always been a pleasure working with them and most importantly they have produced useful insights that have been directly actionable for our business”

Head of Global Consumer Insight, Vertu

“Define has pioneered some truly innovative methodologies to get under the skin of a challenging target audience (and even more challenging subject matter). The depth and sensitivity of their analysis has given us the confidence to back brave creative solutions and use marketing tools and techniques which have rarely been used in Government campaigns…”

Behaviour Change Planning Lead, Change4Life team, Department of Health

“It has been a pleasure working with Define. They embraced a challenging brief using an innovative mix of methodologies to facilitate open discussion on an extremely sensitive subject within a hard-to-reach population. Define’s detailed analysis and recommendations have provided us with the depth of insight needed to develop a targeted and effective campaign.”

Health Programmes Manager, Tommy’s

Define responded to a challenging brief with a comprehensive and creative solution. Not only did they deliver against this in tight timescales, they left our Board with fresh insight and direction…

Head of Communications, Camden and Islington Mental Health Foundation Trust

]]> http://defineinsight.co.uk/news/testimonial-1.html/feed http://defineinsight.co.uk/case-studies/new-sexual-health-campaign.html http://defineinsight.co.uk/case-studies/new-sexual-health-campaign.html#comments Wed, 26 May 2010 14:15:40 +0000 admin http://defineinsight.co.uk/?p=5274 New Sexual Health Campaign:
The Department of Health and Department for Children, Schools and Families has unveiled its latest sexual health campaign aimed at helping young people make informed decisions.

> View the ad

> DCSF press release

> Worthtalkingabout

As part of their board-level ‘Vision and Values’ project, Camden and Islington Mental Health Foundation Trust sought to refine their brand credentials. Read More

This mission critical research revealed a disparate and sometimes conflicting perception of core values and purpose, depending on respondent role and experience.  Define’s team was able to distil the essence of the values and services that the Trust delivers; and ultimately helped to build a powerful brand story for the Trust as it evolves in the increasingly competitive mental health sector.

We started with exploratory qualitative work (with the target and their influencers) to understand experiences of the maternity pathway. We also needed to identify motivations and barriers around specific health behaviours.

Stage 1 findings helped to sketch an audience segmentation. They also helped inspire some ideas for specific interventions within the maternity pathway to improve engagement and uptake of services.

This led to the Stage 2 quantification; testing the audience segmentation and the intervention ideas. Interviews were conducted in-street via a very short (because Mums-to-be can’t stand for long!) questionnaire. This was crafted to include only highly discriminating questions where next actions were clearly evaluated.

The method and sampling throughout this project were particularly challenging. Although the “pregnant and recent Mum” universe is relatively small in the borough of Camden, the target audience encompasses the extremes of high-wealth through to very low income individuals. As in any inner-city area, there were also specific ethnic minority populations to include as well as highly marginalised groups such as women in hostels.

> View the ad

> whyletdrinkdecide.direct.gov.uk

In the public sector, we helped build a communications strategy for Defra and for the Welsh Assembly. Here our research established an audience segmentation to target communications and track change. The segmentation incorporated attitudes, perceptions and behaviours.

And for DECC and DfT, we developed products and specific communications designed to encourage more sustainable choices as well as concepts and propositions for general public advertising campaigns (Act on CO2).

Beyond governmental clients, our research with commercial companies (such as Arriva) has helped to drive up use of public transport through positioning it as a greener consumer choice. Our work with the Energy Saving Trust focused on revitalising their service for helping homeowners live energy efficiently.

To get inside the respondents’ worlds, we’ve used ethnography through to more standard focus groups. For Define, the important thing is to use the right methodology for the job in hand, so that we can find out if the consumers we hear from are “barely keen” or “really green”.

View the DfT ‘5 miles less’ TV ad (launched November 2009, look for ‘Watch the TV ad’ on the right-hand margin).

Click here for Arriva’s advice on greener journeys http://www.arrivabus.co.uk/greener-journeys/

Click here to find out more about saving energy at home or in your business http://www.energysavingtrust.org.uk/

Look into your own Carbon Footprint using the Act on CO2 Carbon Calculator at http://actonco2.direct.gov.uk/actonco2/home