The challenge
Following a successful brand re-launch and the achievement of increased awareness as tracked by our Charity Awareness Monitor (CAM), Mind were interested in reviewing their brand perception among warm audiences and finding ways to leverage the growing awareness into support.
What we did
We undertook a three stage research process which comprised a mixed methodology of desk research, qualitative research and quantitative research.
The first stage ensured all existing insight about perceptions towards Mind, the mental health sector as a whole and its competitors had been captured. This informed the second stage of research, which involved qualitative studies comprised of focus groups and telephone interviews among members of the public with varying levels of experience of mental health problems, and receptiveness to supporting mental health causes. This enabled us to identify barriers and hooks to supporting Mind and its areas of work.
The final stage quantified and further explored recurring themes from the second stage of research, collating findings to generate clear strategies to overcome the barriers affecting support for the charity.
Our impact
We reported clear findings regarding public perceptions of Mind, drivers of support, and the support barriers which the charity faced. We also highlighted communications challenges and the significant gaps in public knowledge of mental health, providing a strong grounding of knowledge and evidence on which Mind could develop and implement their next long-term strategy.
