Through a programme of focus groups among domestic audiences, depth interviews among overseas audiences and quantitative research among UK adults, we helped Historic Royal Palaces test and develop a new impact-led charitable cause for the organisation.
We tested the proposed cause theme and wording among visitor audiences to better understand:
- What impacts heritage organisations expected to make among their audiences?
- The extent to which the new cause and theme fit with what audiences expect a heritage organisation / HRP to strive for?
- The extent to which the cause resonated with audiences, encouraging them to engage with HRP and how might most effectively be communicated
The new cause has now been implemented and our work has also fed into a new brand proposition which was launched in March 2021.
“Decision House designed and implemented a robust methodology to test our ideas and gain really insightful feedback for our cause development. The work enabled us to put audiences at the heart of the process and understand how we can ‘stir every spirit to inspire and provoke change.”
Emma Morioka, Customer Insight Manager