Aim
Newcastle Hospitals Charity (NHC) was uncertain about its brand perception and familiarity among the people of the North East.
They wanted to understand how people engage with charities in the region and assess their current perception of NHC and, in conjunction with Karol Marketing, their marketing agency, hired us to conduct this research for them.
Work
MMC conducted a comprehensive brand perception research study using a mixed-methods approach, including both quantitative and qualitative:
- Online Survey: Collected quantitative data from 264 respondents.
- Face-to-Face Interviews: Conducted 102 interviews in Newcastle City Centre.
- Focus Groups: Held 2 online focus groups with 18 participants.
Results
The brand perception research provided valuable insights into:
- Public awareness and familiarity with NHC.
- Perceptions of NHC’s brand and mission.
- Engagement patterns with charities in the North East.
- Feedback on suggested taglines.
These insights will inform future marketing campaigns for NHC, helping them to increase brand awareness and engagement with their target audience.