Subtitles an unexpected hit, in so raising the visibility of Captioning Awareness Week.
As a charity dedicated to making art more accessible to the deaf community, Stagetext wanted to know how people in the UK feel about subtitles, and whether they would support their bid to make them more available in live shows, like musicals and plays. The project aimed to raise visibility of Captioning Awareness Week.
No research around the subject existed yet, so Stagetext aimed to use the exclusivity of the data to support their thought leadership efforts.
Stagetext wanted to know how people in the UK feel about subtitles
We collected the opinions of 2003 people in the UK
After a brief stage of questionnaire advice, we put a quantitative survey in field, collecting the opinions of 2003 people in the UK, spanning every range and gender. The data took five working days to collect, and at the end it yielded some very interesting findings for Stagetext, including the fact that the younger generations – deaf or otherwise – make ample use of subtitles and would welcome them at live events too.
The news of the research was covered by top tier new outlets
The data provided Stagetext with a new, exclusive point of view, which they used to fuel a successful thought leadership campaign. The news of the research was covered by top tier new outlets, like the BBC, The Times, The Huffington Post and The Guardian. It was even mentioned in overseas papers, Il Corriere della Sera in Italy, just to name one.
Stagetext also had the chance to talk about the findings in an interview at London Live.
The stats will still being publicly quoted on national and international news one year later, exceeding the camping metrics. This was compounded by public support from the likes of Donmar Warehouse, British Museum, the Barbican, the Royal Shakespeare Company, and Royal Exchange Manchester.
“The fact that the data was so unique really helped them get the coverage”
Sapio Research’s charitable initiative enables The Together Project to raise funds to launch Crafting Connections.
The Together Project is a charity that creates intergenerational experiences, boosting wellbeing, reducing loneliness and enabling stronger, happier communities.
During the first lockdown in March 2020 The Together Project had to cease their intergenerational music group, ‘Songs & Smiles’ which invited 0-4 year olds (and their grown ups) into older people’s care homes and communal spaces.
However, they soon launched Hand in Hand Together, an initiative aimed at reducing the isolation that the lockdown brought. Children were encouraged to create hand print art works, which were then sent to residents of care homes – and vice versa. Stories and pictures were swapped in the post, allowing the youngest, oldest and in-between generations to feel connected and spread a bit of happiness between themselves.
This initiative sparked the idea for Crafting Connections – an arts and crafts exchange, pairing children with care home residents. However, the team at The Together Project wanted to find out more about their potential audience and whether this initiative was just an idea or had grounding as a live project.
Through the research they wanted to:
Speak to parents, guardians and carers of children aged 0-14
Understand their opinions and values around intergenerational contact
Hear what effect the pandemic has had on families
Understand how frequently children and grown ups do arts and crafts
Know the barriers and benefits to doing arts and crafts activities
Understand charitable donation habits
Understand behaviours regarding subscription boxes for children
Measure consideration of the proposed concept
This insight would enable them to:
Decide whether to move ahead with the project
Scope and refine the offering
Create materials to support grant applications
Sapio Research’s first charity giveaway was launched at just the right time. The Together Project applied via our online form, and were randomly selected via an online generator as the lucky winners.
Sapio donated a project worth over £2,500 which included:
Questionnaire advice and consultancy support
Survey programming, hosting and incentives
2,000 consumers’ opinions
A PPT report outlining the key findings and next steps signposting.
The research revealed that 86% of parents and carers would like to do more arts and crafts with their children, and 90% were interested in taking part in the initiative.
We also learned that the majority feel it is important for their children to interact with people of different ages and backgrounds.
Those interested in taking part in the initiative would expect to pay an average of £10 per month.
The Together Project supplemented the consumer research that Sapio ran with interviews with care homes and their residents, who expressed great excitement about the idea.
The insights gave them confidence to proceed with their plans and evidence to demonstrate the potential value the programme would bring.
Research insights allowed the team at The Together Project to substantiate grant applications and create materials to support fundraising efforts to get the project off the ground. £45,000 was required to take Crafting Connection to market and create the first 500 friendships (at which point it would become self funding). Thanks in big part to the consumer demand demonstrated by the research, the funding target was achieved.
In February 2022, Louise Goulden, founder and CEO of The Together Project got in touch to let us know that Crafting Connections had been created and launched and we couldn’t be happier for them.
The project was the epitome of a well-rounded and thorough research project and we’re so glad that Crafting Connections has been launched and is bringing joy and friendship to people around the country. A great example of the power of market research.
“I’m truly delighted to be Crafting Connections’ ambassador. Creating art has so many benefits, whatever your age – from enhancing imaginative thinking and improving coordination skills to boosting your mood – and I love that this project has such a worthwhile purpose at its heart. I can really imagine the joy that both the children and the older people will experience when they open their friends’ pictures each month – what a wonderful thing to be part of”
Award-winning illustrator and author Nick Sharratt is Crafting Connections ambassador
The research project has been such a valuable tool, both for giving us the confidence to proceed and for bringing funders on-board. As a relatively young, small charity, market research at this scale is not something we’d engaged in before, but the insights delivered means we’re definitely considering it for future initiatives.
Award-Winning PR | Hair-raising research tackles underrepresentation and wins hearts.
Tangle Teezer wanted to create an authentic emotional connection with the natural hair community. They hired Don’t Cry Wolf to create an activism campaign to celebrate Black and afro hair, engage the natural hair community, and improve representation.
Knowing that the right tone and angle would be crucial to the campaign, Don’t Cry Wolf commissioned Sapio Research to:
Understand perceptions of beauty and representation through media and literature.
Create content to support the launch of Tangle Teezer’s HairyTales.
Inform the creation of a new line of brushes for kids with Black heritage hairstyles.
Create an authentic emotional connection with the natural hair community
1,800 online interviews with self-identified Black parents and children (aged 6-17) across the UK and US
What we did
To reach the heart of the target audience, we conducted 1,800 online interviews with self-identified Black parents and children (aged 6-17) across the UK and US.
We used a series of images to gather perceptions of beauty from children of Black ethnicities aged 6-17 and their parents.
A considered analysis provided thought-provoking data and headline statistics to enable Tangle Teezer to start relevant conversations with their desired audience.
The research revealed that more than half of Black parents in the US (51%) and the UK (59%) said Black characters in books usually play on stereotypes and negatively depict Black culture.
We also learned that the target audience comprises avid readers, with books and literature being their 5th most popular topic of conversation. But only 12% of children’s books in the US and 2% in the UK feature Black characters.
Research insights inspired Don’t Cry Wolf to help children see more heroes who look like them through bedtime stories. The solution would engage the whole family and tackle the genuine problem of underrepresentation.
Enter HairyTales, a series of books that re-write classic fairy tales—placing Black protagonists and afro-textured hair centre stage.
Our research also enabled Tangle Teezer to launch a new hairbrush line alongside the PR campaign.
Best Selling, Multiple-Award-Winning Results
The campaign was a rip-roaring success!
300 press and influencer coverage pieces, including three one-minute segments on ABC’s Good Morning America and BBC News.
Over 60,000 site visits to the publisher’s site following the TV segments.
A subsequent distribution deal with one of USA’s top department stores.
One of the books was adapted into an animated video with over 250,000 views on YouTube.
Don’t Cry Wolf report a 10 x bigger return on investment compared to other Tangle Teezer YouTube content.
“Over half a million people in our target audience took action by buying books, watching the film or engaging directly with it on social media.”
Don’t Cry Wolf
The campaign received numerous accolades:
The Drum Awards for Social Purpose
🏆Winner Campaign of the Year (for profit)
🏆Winner Best PR Campaign
🏆Winner Chair Award
Best in Representation of Diversity & Inclusivity in a Campaign
Foxtrot Papa, an automotive content and experience agency wanted to raise their visibility among Comms Directors and Brand Directors in the Automotive sector. Foxtrot Papa needed to create their own thought leadership that demonstrated their understanding in their target market’s customer base and collect insights that would enable them to offer better counsel. So, Foxtrot Papa set out to potentially explore a number of topical issues but didn’t have direct access to their clients’ customer base.
Creating their own thought leadership that demonstrated their understanding in their target market’s customer base
Workshops and interviews with insights used as a basis for a launch event
What we did
After leading a number of workshops we focused on a topic that was both future facing and would generate information to overcome sales objections. We got around the lack of direct access to their clients’ customer base by selecting a topic that was relevant to the whole of the UK adult population, and using our specially selected panel partners. Once we had an agreed questionnaire, we completed over 1,000 interviews with UK consumers in less than a week. Outputs were reported in several stages, initially via Excel data tables with an annotated presentation highlighting significant differences and story lines, followed by additional data cuts. Sapio met again with Foxtrot Papa to run through the results and brainstorm on the storyline for the report, written by Sapio, which Foxtrot Papa typeset and used as a basis for a launch event with supporting social content.
The event drew a packed house for a panel discussion formed off the back of the insights. The event was a lever to invite both current and potential clients not only to attend but participate in the panel too. The Electric is Now report received coverage in both the automotive and marketing press. It also resulted in a direct lead at the event itself.
Discovering engaging headlines that convince parents about the benefits of using the novel toy-sharing service.
Whirli is a unique and new to the market toy subscription service. Consumers pay monthly for different sized ‘toy boxes’; they choose their toys and their children play with them at leisure. When toys are got bored of, grown out of or forgotten, they are sent back for a new set and so on, helping to reduce costs and waste. At the end of 2018 they started a trial service run with customers who had registered their interest with the service. At this same time Whirli were looking to run some research with parents of children aged 0-7 in order to generate some headline stats which could be used to showcase the importance of reducing, reusing and recycling toys. Whirli were also hoping to understanding a bit more about how their target audience buy, manage, play and dispose of toys. The brief included full questionnaire design and collaboration, a 2,000-consumer survey plus analysis.
Generating headline stats which can be used to showcase the importance of reducing, reusing and recycling toys
Questionnaire design and an online survey reaching 2,000 parents of 0-7 year olds
What we did
Sapio met with Whirli in the first instance for a brainstorming session. This helped Sapio to understand exactly what was required and informed the questionnaire design process. The research had been pre-thought out and consequently there was flexible and sufficient timings to allow for a well-researched questionnaire design phase. Sapio created the first draft, then worked with Whirli and their own PR agency to refine the questions. Once this was finalised, fieldwork commenced using an online survey to reach 2,000 parents of 0-7 year olds.
The findings have been used in numerous ways – both to talk to news outlets with, for Whirli’s own marketing messaging and on their website, showing just how versatile a single research project can be.
The findings have been used in numerous ways
As a novel start-up in a poorly-researched space, we needed to validate the problems Whirli is solving. Sapio Research were fantastic partners from start to finish – creative in brainstorming angles, careful in designing the questions, and rigorous in analysing the results. The research brought a wealth of insights, backed by hard figures, for our business decision making and for us to talk about publicly in the press.
Helping an agency succeed their campaign to increase visitors at the hand of trend spotting online quantitative research.
A themed London based bar wanted to launch the brand in new cities and locations. It wanted to do this in an elegant, on-brand way that wasn’t just another bunch of London luvvies demanding adoration from ‘the regions’ but instead ensured that the brand weaved itself into the local communities.
Launching the brand into the local communities
Geographically and profile targeted online quantitative research
What we did
To support the findings of focus groups in the cities of the planned launches, we undertook geographically and profile targeted online quantitative research to confirm some of the trends and local nuances, as well as getting more of an understanding of the culture.
Identified tier one and two media and influencers were invited to the London venue before returning to their own location as advocates. The Agency then built bespoke creative themes to fit the fabric of each city and made sure that the right people turned up to the launch. ‘Flight Club Characters’ played by actors, brought the brands’ philosophy of fun, invention, luck and surprise to life.
During the Manchester campaign they increased traffic to Flight Club’s booking areas by 53%, saw 25,000 visit the Manchester page on launch day, and generated 487 pre-bookings in two months. They also generated 76 pieces of coverage.
The Agency has since been nominated for a CIM award for best use of Data and Insight – SME
Making a relevant and lasting impact to support the launch of a new line of products, enhancing the baker Kingsmill’s reputation.
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.
Making a relevant and lasting impact to support the launch of a new line of products
An online survey with 1,000 UK parents
What we did
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.
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.
Demonstrating DocuSign's thought leadership and ability to aid global Digital Transformation by helping them understand what consumers expect.
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.
Demonstrate DocuSign’s thought leadership
Understanding the state of the market and evaluate the issues that were being uncovered by the research
What we did
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.
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.
A White Paper discussed at a round table event with senior executives
Sapio has been a wonderful partner to work with. They listened closely to our business goals and objectives and created a research design that best fit our needs.
When insights are required to drive engaging content that delivers actual business outcomes, Sapio have been invaluable.
Digital Solutions in Retail – Customer expectations and disappointments.
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.
Explore customer behaviours and attitudes
Interviewing 3030 UK consumers
What we did
Sapio interviewed 3030 UK consumers with an online survey. The sample was balanced by age, gender, and region to achieve a nationally representative sample.
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: The Retail Bulletin, Internet Retailing, and Fashion United.
A whitepaper was produced from the research and the story hit multiple news sites