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Work
Audience research, engagement strategy, co-creation workshop, national survey, video ethnography
Date
May 2024
Client
Shelter
What we did
Shelter needed to know their audiences better. To truly know them – not as pen portraits in a research report or percentages in a data table, but at home, with friends, in their communities. Understanding what housing means to them, where they are.
We delivered an innovative video ethnography project for Eden Stanley that combined rigorous qualitative research methods with film production to create a picture of Shelter’s audiences at home, examining the salience, relevance and experience of the housing emergency in their everyday lives and generating fresh insights into how to engage people like them.
Eden Stanley recruited participants from Shelter’s audience segments, as well as existing supporters and people with lived experience of housing issues. A set of six online moderated focus groups, sensitised participants to the topic and allowed them to share stories before they began a two-week process of self-filmed responses to daily questions and stimulus.
The qualitative stage was completed with a co-creation campaign workshop at Shelter HQ, and filmed interviews with selected participants.
The final 30-minute documentary brought together participant-generated content from the ethnography stage with professional footage and filmed interviews – resulting in a high-quality short film that is helping everyone at Shelter truly ‘know’ their audiences and how to engage them.
For the quantitative stage, Eden Stanley fielded a 10-minute questionnaire to a nationally representative sample of 4,000 respondents across England and Scotland, as well as Shelter’s CRM, covering a range of topics based on the themes and hypotheses identified through the qualitative fieldwork.
The final report brought together findings from the qualitative and quantitative research stages, including overarching insights about enablers and barriers to engagement, and actionable recommendations for Shelter’s brand review and audience strategy.
Agency
Eden Stanley
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