Policy recommendations based on insights from the Social Care Sector - Charles Russell Speechlys

Policy recommendations based on insights from the Social Care Sector - Charles Russell Speechlys

Brief:  Reinforce the law firm, Charles Russell Speechlys’ positive reputation and offer Partners a platform from which to demonstrate their knowledge and expertise. Insights also needed to inform a division’s business and relationship development strategy, and lead to content that could be shared publically.  Given the uncertainty caused by the Brexit vote the adult social care sector was one such sector where the impact of leaving the EU needed to be understood and expertise shared.  

Execution:  Sapio Research devised a programme of 19 in-depth interviews via phone with care home directors and owners, covering more than 1,300 elderly, domiciliary and specialist care homes, within excess of 39,000 beds. The work identified the proportion of non-UK nationals working in the sector and estimated the impact on future recruitment and retention.  We identified best practice in this area and elements within the landscape that were likely to exasperate things, even identifying specific calls to action.

Outcome: Our client was able to confidently enter into the immigration debate recommending that the Government put carers on the skills shortage list, open up Tier 2 to ‘non skilled care workers’ and that simplifying the process was essential to maintaining a good quality care standard with availability.  The point of view (which was published in a white paper) led to invitations to present at vertically targeted conferences and interviews on The Today programme Radio 4.  The outputs were even referenced in House of Common debates and client relationships were strengthened.

(The trouble with..) Lunchbox Hacks Campaign - Kingsmill

(The trouble with..) Lunchbox Hacks Campaign - Kingsmill

Brief: Make a relevant and lasting impact to support the launch of a new line of products, enhancing the baker Kingsmill’s reputation. The original research stats needed to be a foundation, highlighting a problem upon which a partner influencer could base their story and go onto sharing handy lunchbox hints and tips aimed at the target audience.

Execution: After checking the research participants and question structures were relevant for the kind of headlines sought we conducted a quick online survey with 1,000 UK parents.  The team were new so we not only pulled out the results verbally but popped into the agency to give them a quick master class on how to read data tables.

Output: A snappy press release and briefing of media influencers lead to wide coverage in the Daily Mail and discussions on Good Morning Britain and Mumsnet, so comfortably meeting client KPIs. 

Validating user preference to support new product launch - K-CP

Validating user preference to support new product launch - K-CP

Brief:  Kimberly-Clark Professional partners with businesses to create "Exceptional Workplaces", helping make them healthier, safer and more productive.  It manufactures and supplies out of home washroom, industrial wiping and PPE products, and introduces innovations into the market regularly. Although its own work identifies strengths K-CP recognises the power of having independent, objective proof that its products are better than the competition.  To support product launches it’s essential that it has robust claims that can withstand legal scrutiny if necessary and be useable in a range of marketing content.

Execution: A large scale utility, performance and user preference testing project was designed.  This took 200 office and healthcare workers through the process of simulating activities, testing and evaluating 10 separate products covering client and competitor samples, in a hall test environment.

Sapio have developed a pro forma that efficiently takes the desired marketing claims, converts them into consumer research statements, and runs them through an analysis framework. The project planning stage is also streamline and standardised.

As part of the approach Sapio has also devised a way of efficiently setting up and managing the tests with supervisors and interviewers who are trained and familiar with the type of simulations, rotation schemes, respondents and subject area.  The approach allows us to deliver the results smoothly within 5 weeks of briefing.  

 Outcome:  The results supported the successful launch of the product at the Cleaning Show 2017 and has since received coverage in highly targeted vertical press such as Cleaning & Maintenance Magazine. They have also formed the basis of proof for sales support collateral including YouTube videos and flyers.  

Scott Control Rolled Hand Towel System Flyer page 1

Product feedback has also been included in the internal innovation program and used for further developments.

Scott Control Rolled Hand Towel page 2

Digital Transformation – Implementation patterns and consumer expectations - DocuSign

Digital Transformation – Implementation patterns and consumer expectations - DocuSign

Brief: To demonstrate DocuSign's thought leadership and ability to aid global Digital Transformation, by helping them understand what consumers expected from organisations and the challenges they faced. The study needed to understand whether there was a gap between expectations and execution, how these differed by region and where priorities lay.

Execution:  Initially a UK only study was conducted to test the campaign approach, understand the state of the market and evaluate the issues that were being uncovered by the research. These were then reflected in a global study of over 10,000 consumers and 2,000 Business Decision Makers in: Legal, HR, Sales, Finance and IT Departments across 10 countries. A common set of questions for all the markets was used along with country specific questions for added local insight.

Outcome: Results from the study were developed into a White Paper by Made By Chameleon, presented through Webinar’s and discussed at a round table event with senior executives from key accounts and featured across different media channels such as The Raconteur .

Gender “In Balance” – Improving the Gender Balance in Fit Out – BW

Gender “In Balance” – Improving the Gender Balance in Fit Out – BW

Brief: BW was aware of the gender “in balance” that existed in the Fit Out sector and wanted to initiate a conversation by understanding what was causing it, what could be done to help improve the situation and how more women could be attracted into the Industry. The initiative needed to be positive, focused on the importance of “balance” and be something that key employers in the industry could align with.

Execution:  A series of workshops with women of different ages and seniority from the range of disciplines that make up the Fit Out Industry: Architects, Project Managers, Quantity Surveyors, Office Designers, Mechanical and Electrical (M&E) consultants etc. The workshops, which were run under “Chatham House”, rules set out to: understand the issues, identify potential sources of prejudice and identify ways in which the industry could be promoted in a more positive light. While convectional facilitation processes were used these were complemented by projective techniques to help make the outputs as creative as possible.

Outcome: A different perspective on the causes of the gender “in balance” challenges facing the industry and a series of actions that could be taken to help improve the situation. Combined with the momentum and goodwill engendered by the workshops BW was in an excellent position to lead a campaign and help bring about change in the Fit Out Industry.

Digital Transformation in Manufacturing – Drivers, Benefits, and Challenges - OpenText

Digital Transformation in Manufacturing – Drivers, Benefits, and Challenges - OpenText

Brief: To generate insight that would help position OpenText as thought leaders on Digital Transformation and Industry 4.0 in the Manufacturing sectors in the UK and Nordics. The research needed to be insightful, build on what was already published, be interesting enough to present as part of OpenText’s Innovation Tour in London and Stockholm and provide collateral for a White Paper.

Execution: Extensive secondary research to identify topics and issues that had already been covered - and were trending - and then, in conjunction with OpenText, developed themes that would benefit from further original research. The original research needed to build on what was known, be of interest and help OpenText establish a Point of View.

Outcome: A telephone research study of 150 “C” suite decision makers that identified the drivers and challenges manufacturers were experiencing on their Digital Transformation journeys. While technology was a challenge it wasn’t necessarily the one people expected and the study also identified a whole new set of people orientated challenges that hadn’t necessarily been anticipated – the new skills shortage. The results were presented as part of OpenText’s Global Innovation tour, developed into a Thought Leadership piece and summarised in an Infographic.

Enterprise Mobility – The benefits delivered – Synchronoss

Enterprise Mobility – The benefits delivered – Synchronoss

Brief: To help support their service set, Synchronoss, a provider of mobile software and platform solutions, wanted to show a relationship between enterprise mobility and business success.  

Execution: Sapio partnered with the clients PR agency to design a suitable questionnaire. 526 "mobile maturity decision makers" working in IT departments within medium and large sized companies across the UK and US were interviewed with an online survey. Sapio and the PR agency developed an analytics frameworks to show a relationship between business success measures (e.g. turnover as a percentage of gross profit) and the level of mobile maturity within organisations.

Outcome: The framework successfully showed that organisations with high mobile maturity performed better. The research received coverage in Business Wire and Beta News as well as being recognised by the Financial Times. A whitepaper was produced by Synchronoss to outline the findings.

Digital Solutions in Retail – Customer expectations and disappointments – Zeta

Digital Solutions in Retail – Customer expectations and disappointments – Zeta

Brief: Zeta Global, a data driven marketing technology company wanted to explore customer behaviours and attitudes to highlight how companies need to shift their marketing strategies to keep up with their customers' pace and match their expectation.

Execution: Sapio interviewed 3030 UK consumers with an online survey. The sample was balanced by age, gender, and region to achieve a nationally representative sample.

Outcome: Retail experiences were shown to be lagging behind customer expectations. Personalisation and great customer service were behind customers going back to their favourite brands. A whitepaper was produced from the research and the story hit multiple news sites including: Marketing Communication NewsThe Retail BulletinInternet Retailing, and Fashion United   

Supply Chain KPI’s – Which really deliver? – IPTOR

Supply Chain KPI’s – Which really deliver? – IPTOR

Brief: To launch their new branding, Iptor, a provider of distribution management software, desired a supporting research piece to grab the attention of the logistics industry. 

Execution: Sapio interviewed 500 logistics professionals across the UK, US, Australia, Benelux, and the Nordics with an online survey. 

Outcome: The research revealed the key challenges to supply chains included: complexities within, the trace-ability of products, and striking a balance between being cost efficient and sustainable. The research supported an event by Iptor attended by industry journalists, and received media coverage from a variety of outlets including Retail Times Logistics & Supply Chain, and SHD Logistics, its even been referenced by other research companies as a highly relevant article as an authoritative whitepaper has been produced.