Working Class Research

This project provided creatives with an opportunity to interact directly with Lower SEG women on the theme of attitudes towards exercise. We visited five women in their homes. The creatives talked to the women about what motivated them to exercise, what they perceived as the benefits of exercise, and how they found time to exercise amid busy lives. The insights gained enabled the creatives to develop compelling communications inspired by these personal interactions with the audience they were trying to reach.

Two days after the Brexit vote, we conducted a UK road trip to ‘hard pressed’ areas where local people had voted to leave. Research took the form of discussion groups, depths and intercepts. We explored attitudes towards life, hopes/dreams, ambitions, politics and Europe. We were given access to respondents’ social media accounts so we could analyse social media conversations before and after the referendum.

We were commissioned by Asda to follow the lives of 12 C2DE mums over a period of 12 months. Mums were interviewed each month about their purchases, attitudes to health, seasonal attitudes (Back to School, Halloween, Easter, Christmas), media habits and favourite adverts. After a year, we were able to create a map of the mums’ lives, identifying both pressure points and how Asda could help make these mums’ lives better at different points of the year.

LinkedIn wanted to know how they could extend their audience by reaching out to blue collar workers. We conducted 16 discussion groups within C2D audiences across the UK. We explored attitudes towards work, career motivation, job hunting, social networks and perceptions of LinkedIn. The outputs of this research informed LinkedIn’s strategy across marketing, branding, talent solutions and product.