Business challenge
An independent regulatory body supports organisations developing new products and services using personal data, helping embed responsible data practices. To strengthen engagement with innovators and ensure data protection does not hinder innovation, they commissioned research to: identify priority sectors and stakeholders, assess awareness and challenges around compliance, and inform a marketing strategy to improve engagement with these services.
Our approach
We conducted a quantitative online survey with n=302 senior decision-makers across a broad range of sectors and business sizes. The research explored how businesses are using personal data, their challenges with compliance, and how they engage with the client. Using CHAID analysis, we segmented businesses into six distinct groups based on their data innovation and engagement patterns, identifying varying needs, levels of confidence, and preferred communication channels.
Outcome
The research delivered clear, actionable insights to help tailor its engagement strategy. It highlighted key gaps in service awareness, identified the types of support businesses most need (especially around AI and data sharing), and outlined how best to reach different business segments. The findings are now guiding targeted outreach, tailored support materials, and communication planning to increase the uptake of services.