Business challenge
A large homeware & furniture retailer has formed a 3-year partnership with charity partner. Throughout the partnership there will be campaigns run, with the first being launched in February 2026 and running until the end of April. The retailer and charity partner wanted to run some light tracking research to monitor the success of this partnership and the campaigns run throughout the year.
Our approach
We have designed a quarterly tracking survey, speaking to 400 UK adults each wave. We ran a pre-campaign wave to measure baseline scores, followed by 3 mid-/post-campaign waves to measure the impact of the campaign on awareness of the organisations, familiarity, overall impressions and potential to support the charity partner in the future.
While the core of the survey focuses on awareness, familiarity and overall impressions of the partnership and the respective organisations; every other wave we include a deep-dive module to provide more insight on motivations and barriers, as well as gauge perceptions of other partnerships the retailer has.
Outcome
We have completed the first wave which has provided a baseline score for the remainder of the tracker. The goal of the remaining waves of research is to demonstrate the value of the partnership and campaigns by hopefully showing an uplift in these metrics. This research will ultimately feed into the retailer’s future partnerships strategy and act as a template for measuring effectiveness of future collaborations.