Audience understanding Segmentation

The Need

Barnardo’s wanted to create a new segmentation for their fundraising and marketing team. The aim was to achieve an in-depth understanding of audiences who have a propensity to engage with Barnardo’s, for the purpose of developing new products, propositions and to grow their supporter base.

Our Approach

Opinium worked closely with a number of stakeholders at Barnardo’s to ensure the segmentation could be embedded across the organisation. We created a robust market segmentation, which was based on people’s attitudes, motivations and values in relation to Barnardo’s and their cause; as well as understanding how people want to engage. This included providing not only audience segment data but also motivational maps to uncover motivating behaviours towards giving and how different competitors performed on these metrics

“Opinium, most importantly provides actionable research. They really took the time to understand our business objects, people in our organisation and the funding available to produce useful and insightful research of which we could further our business strategy. They really went the extra mile and helped us integrate the research within the organisation through immersion sessions, presentations and away days. On a personal level what I enjoyed most about working with Opinium was the on-going support we received from them throughout the project”

The Outcome

Barnardo’s gained a deeper understanding of their supporters and potential supporters’ attitudes and behaviours outside of the traditional actions and demographic evaluation. This provided actionable insights on how best to create more relevant and effective fundraising propositions aiming to drive growth in fundraising income. These insights were used throughout multiple departments to shape ongoing communications to target audiences as well as developing new products.

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