“Working with Amanda was an incredibly valuable part of our brand refresh process. Her research provided clear, insightful evidence about how the hospice is perceived by our community and helped us make confident, informed decisions about the future of our brand. The depth of feedback across all stakeholder groups was hugely beneficial and will continue to shape our communications moving forward.”
Sam Conway, Marketing & Communications Manager
The challenge
Ahead of a brand refresh, The Shakespeare Hospice wanted to gauge current perceptions of the hospice and similar charities in the local area. In addition, the website had been updated recently and was well received anecdotally so research was required to evidence this. It was also an opportunity to gather opinions regarding the work of hospices generally and charity donations to build stronger donations with donors and the general public.
The solution
An online questionnaire was distributed to the following stakeholder groups – retail customers, current and past donors, staff, trustees and volunteers. Telephone interviews were held with clients and corporate sponsors. A panel provider was used to gather opinions of members of the public. Over 350 responses were received.
The impact
The findings were used to inform decisions regarding which elements of the current brand should be taken forward, and which required updating. The research also provided useful information regarding perceptions of hospices generally, and other similar charities locally.
