This case study explores how a leading charity, the British Heart Foundation (BHF), used research to ensure that the focus of its marketing and communications contributed to a story that people found engaging and were compelled to support. Amongst some staff, there was a view that the methodology of some of the BHF’s previous market research was not robust enough and that studies often lacked the quantitative data needed to develop marketing and communication strategies with confidence. Behavioural economics shows that there is usually a disconnect between what people say they will do and what they do in real life, the BHF wanted to develop a methodology that would interrogate this paradox. In doing so, it hoped to identify the areas of its work the public found most engaging and which would encourage people to support them. This insight would then be used to inform their new marketing communications plans. This note explains what the BHF learnt from involving explicit and implicit testing via a mix of qualitative and quantitative techniques.

本案例研究探讨了领先的慈善机构英国心脏基金会 (BHF) 如何利用研究确保其营销和传播的重点有助于人们发现引人入胜并被迫支持的故事。在一些员工中，有一种观点认为，BHF 之前的一些市场研究方法不够健全，而且研究往往缺乏自信地制定营销和传播策略所需的定量数据。行为经济学表明，人们说他们会做什么和他们在现实生活中做什么之间通常存在脱节，BHF 希望开发一种方法来质疑这一悖论。在此过程中，它希望确定公众最感兴趣的工作领域，并鼓励人们支持这些领域。然后，这种洞察力将用于通知他们新的营销传播计划。本说明解释了 BHF 从通过定性和定量技术混合进行的显式和隐式测试中学到的东西。