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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Cancer Research UK |
The requirement - Consumer/sponsorship research
Cancer Research UK (CRUK), which is one of the world’s leading independent cancer charities, has been organising the "Race for Life" event since 1994. Over the years the event has grown to such an extent, that it is now the UK’s biggest women-only fundraising event.Tesco the leading supermarket brand, is the current national sponsor.
Comperio was commissioned to conduct a research programme to:
- Understand reasons for participation in “Race for Life” and loyalty to the CRUK brand
- Understand the value of sponsoring “Race for Life” to potential and existing clients in the commercial marketplace
- Evaluate if CRUK’s concerns that Tesco is devaluing their brand are warranted.
- Provide data to aid in negotiations with sponsors and potential re-negotiations with Tesco.
The solution
Comperio conducted a comprehensive online survey amongst recent "Race for Life" particpants. Segmentation analysis was used to assess how perceptions, behaviour, motivations, brand preferences and sponsor awareness may vary depending on respondent profile.
The key results
The findings indicated that:
- Race for Life participants are supportive and loyal to CRUK, with just under half specifying CRUK as either the only charity they support or as their preferred charity.
- CRUK’s concerns regarding Tesco devaluing their brand appears to be unwarranted. The research shows that having a national sponsor does not have an effect on participation nor take the emphasis away from the CRUK brand.
- Sponsorship for Tesco is proving effective with a high propensity to consider, purchase and recommend the Tesco brand to others, emphasising the benefits from the association.
- The value to other potential sponsors is positive. Health & Beauty, Sports, Leisure, Entertainment, Food & Drink along with Retail are all areas where participants have a level of involvement in the decision-making process and would have the potential to consider changing from their current brand.
The research findings enabled CRUK to fully understand and demonstrate the value which is delivered to sponsors of “Race for Life”. As a result, CRUK was able to restructure and re-negotiate its commercial package which led to Tesco increasing their funding of the event by 100%.
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