June 21st, 2021, Frances Johnson
Challenge
Understand attitudes on purpose-led marketing efforts.
Solution
A nationally representative survey to gather opinions on purpose-based marketing.
Results
GOOD created a segmentation-based purpose-led marketing approach.
Business challenge
GOOD, a strategic and creative agency, had numerous clients who wanted to make a positive impact but didn’t have the tools to do so. GOOD approached YouGov to create a market segmentation strategy with an emphasis on how their audience views purpose-led marketing efforts.
They wanted to collect data to build segments with clearly defined attitudes towards media platforms, brand identities, and topical issues. YouGov was trusted to deliver the required data and assist in designing questions for their survey.
Solution
YouGov carried out the questionnaire design, fieldwork and then connected all the results data with our audience understanding and planning tool, YouGov Profiles. Using our fast-turnaround Omnibus service, YouGov Surveys: Serviced, GOOD ran purpose-related questions to a nationally representative sample of GB adults, collecting results from 4,700 panellists.
Our dedicated research team worked with GOOD to design bespoke questions around attitudes to purpose and brands. The size of the sample was essential to ensure the results were robust enough so that GOOD could research the attitudes and interests of the different personas in depth.
The fieldwork was then connected to our living consumer intelligence in YouGov Profiles, which holds thousands of variables on YouGov’s most active panel members. This connected data was used to enhance and cross-reference against the questions asked, giving GOOD granular insights into the different personas.
Results
The findings identified 5 different segments or Purpose Personas. Connecting this data to our extensive living consumer intelligence, GOOD was able to get further insights into these personas, and nine qualitative in-depth interviews were also recorded to bring the segments to life.
These new segments enabled GOOD to gain a deeper understanding of their clients’ audiences, and to lead the way with purpose-based marketing strategies. GOOD were able to continuously look at trends within their new segments via YouGov’s connected data capabilities.
The survey data was used to create a ranking of the top 100 purposeful brands. GOOD also published a data-backed whitepaper and ran a webinar to promote thier work to both prospective and existing clients, ultimately positioning them as thought leaders in purpose-based marketing.
Client testimonial
“YouGov Surveys and Profiles allowed us to develop entirely bespoke segments based on our needs and gave us credible data to position ourselves as thought leaders in purpose-based marketing”.
- Pete Grant, Planning Director at GOOD