In 2009, we were approached by environmental charity, Global Action Plan. Initially expecting commendation for our office recycling, we soon realised they wanted our help...

Global Action Plan had won a bid to deliver an environmental volunteering programme among 16-25 year olds. Initial ideas for delivery had already been formulated – but what to call it?

Ideas for the all-important brand name were thin on the ground. That’s where we came in...

Global Action Plan challenged us to test out a variety of potential names, while simultaneously recruiting more than 100 opinions and attitudes to volunteering in general. 10% of those opinions had to come from young people neither in education or employment (NEET). And all to be delivered in four days.

In such circumstances, we generally find coffee to be a huge help. And so it proved here, as we tracked down our tricky target age group outside UK coffee shops, offering a thirst-quenching incentive to take part in the research.

Cappucino for Questions

In order to engage with our target audience, it was clear that our coffee shop interviewer should be of a similar age to the subjects.

Step forward team member Alex (25), who conducted 112 interviews over four days.

By using just one interviewer throughout, we were able to ensure consistency in both the approach and the eventual analysis of each interview (though thanks to all that coffee, Alex struggled to sleep for days afterwards).

Questions were a carefully planned combination of quantitative and qualitative research, helping Global Action Plan understand not only which brand names were most popular, but also why. The quantitative element gave confidence, while the qualitative data gave important context.

After four days of successful fieldwork, we ran a full debrief for Global Action Plan – detailing the positive and negative reactions to each potential brand name. We also showed them levels of demand for volunteering, what kind of activities young people would find most rewarding and their most pressing environmental concerns.

Only then, with the client wholly satisfied, did we sit back and relax – with a nice cup of tea.


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