Charity & Developing World Research Case Studies
Ipsos MORI research on behalf of The National AIDS Trust has informed their campaigns for equal rights and acceptance of people living with HIV. The most recent research (November 2005) used the Ipsos MORI national omnibus and helped to raise awareness of issues surrounding discrimination in the workplace and attitudes towards HIV and condom use. The research was used at strategic times — such as at the launch of National Condom Week and in the wake of new legislation outlawing discrimination in the workplace.
Ipsos MORI conducted a survey on behalf of the Church Urban Fund (CUF) (December 2005) to explore attitudes among the general public in England towards poverty in Britain. The research found a wide acceptance of the existence of poverty and was used to help launch 'Challenging Poverty' — a Church Urban Fund campaign to raise awareness of people living below the poverty line, encourage action in local communities and tackle poverty in Britain. The survey received a great deal of press coverage.
On behalf of Help the Aged (December 2005) we conducted a survey on pensioner poverty, looking at the UK workforce's expectations of future income in retirement. The main issues explored were attitudes towards pensioner lifestyles and awareness of pension-related issues. This was released to coincide with the publication of the Turner Report and received a great deal of media coverage.
Research for RNID (December 2005) examined public perceptions of hearing loss, and why people with hearing difficulties fail to seek professional help. Findings were released to coincide with the launch of a campaign to encourage hearing tests among the general public, and generated a great deal of press coverage.
In 1996 and 2001 MORI conducted research among the European public in 13 countries for UNFPA (the United Nations Population Fund) on levels of awareness and support for funding for reproductive healthcare to be provided by their Governments.
The studies have been of great value to UNFPA in enhancing political support for its mandate and ensuring increased funding for its programme from European countries and the European Union. Moreover, the studies heightened UNFPA's capacity for advocacy and maximising public support for local and global reproductive healthcare organisations.
The first study was conducted following ICPD in Cairo (the International Conference on Population and Development). The findings informed the face-to-face campaign being spearheaded by UN 'Goodwill Ambassadors' (all of whom are well known personalities) across Europe — a campaign designed to motivate people to actively support the work of local and global population and reproductive heath care organisations and to secure political support.
The results have been used by 'Goodwill Ambassadors' and NGOs across Europe, to lobby Governments to increase their levels of foreign aid to the developing world.
Shouting for Scouting 2003: In 2002 The Scout Association re-launched its identity and programme, in order to broaden its appeal, the organisation introduced a new uniform, a new activity programme and a new corporate identity. In 2003, The Scout Association commissioned MORI Social Research Institute to determine some key aspects of how the Movement is viewed today. This comprised qualitative focus groups among parents of children aged 6-14 to explore informally how this key audience views the Scouts and a quantitative survey of 1,953 adults nationwide to gauge public awareness and attitudes towards Scouting.
The MS Society 2003 — Measuring Up: Coinciding with the charity's 50th Anniversary this research was commissioned to provide the MS Society with information with which to challenge and improve health services provided to people with MS. The study involved focus groups with people with differing severity of Multiple Sclerosis and a postal survey of over 3,000 of the Society's members. The main issues explored were experiences of the NHS, in particular the process of diagnosis, information and support following diagnosis, access to services and the involvement of people with MS in planning and management of services.
Research for Refugee Week looking at attitudes of the general public and in particular young people aged 15-24 in 2002 and 2003. The study, which informed Refugee Week received much press coverage in both years and was co-sponsored by a range of charities including: Amnesty International, Refugee Action, Refugee Council, and Save the Children UK.
On behalf of The United Nations High Commission for Refugees (UNHCR), we have conducted two annual international surveys of public opinion (in 2001 and 2002), assessing people's views and understanding of asylum seekers and refugees. The results of these surveys (which cover European, North American and Asian countries) have been published, drawing on consultancy from Daryl Upsall (a former Communications Director of Greenpeace International, and now an independent consultant to NGOs — and long-time MORI collaborator). In 2003, we conducted work among British MPs for UNHCR's UK office, to assess the profile and reputation of the organisation in Westminster.
A series of studies for Cancer Research UK, formerly Cancer Research Campaign and Imperial Cancer Research Fund to inform several of their campaigns. Research has covered issues including lung, bowel, breast and cervical cancer. Cancer Research UK has also taken part in MORI's Schools Omnibus in 2001, 2002 and 2003 examining many topics from how much fruit and vegetables school children eat, to how concerned children are about cancer and children's exposure to passive smoking.
In 2002, we conducted research for the Arthritis Research Campaign based on two studies: one measured public understanding of arthritis and awareness of charities concerned with arthritis and rheumatism, whilst the other assessed perceptions of services for people with arthritis and joint pain. The findings were released to the House of Lords in May and the Arthritis Research Campaign's publication, 'Arthritis — the Big Picture' has been widely disseminated.
MORI has conducted customer satisfaction research for Motability since 1999, to assess customers', potential customers' and lapsed customers' views. This major programme of work comprises both quantitative and qualitative surveys.
The work has focused on various specific aspects of the Scheme's performance, including vehicle pick up and return, communications, breakdown recovery and insurance. It is widely used within both Motability (the charitable regulator of the Scheme) and Motability Operations (the registered company that administers the credit and financial arrangements for the c.400,000 cars now owned by the Scheme).
Specifically, the results are used to refine the customer packages (whether in terms of mileage allowances, insurance excess, dealer services or call centre performance) as the Scheme strives to bolster its 'customer-first' ethos.
We have also hosted dinner discussion groups and stakeholder workshops — both of which aim to bring the Scheme managers closer to those people who rely on the Scheme for their independence, and who make it work on a day-to-day level.
Regular presentations by MORI to senior managers and staff teams help to keep the research in common usage within the organisation. We have also presented at Motability dealer conferences, and at meetings of mobility-related NGOs.
MORI's work for the RSPCA has spanned several years, and covered many subjects from campaign-specific PR and strategic work (e.g. on broiler chickens and prosecutions for pet cruelty), to 'corporate' profile and reputation assessment (among both the public and MPs).
We have also carried out work to be used in legal submission (in gauging public views of the 'charitable' basis of animal welfare, as part of the current review of charities law and charitable status).
'Mystery shopping' has been used to assess the quality of advice given to prospective buyers of exotic pets (iguanas, snakes etc) by the shop owners.
A major part of MORI's work relating to the Society has centred around the long-running Campaign to Ban Hunting with Dogs (on which the RSPCA campaigns in partnership with IFAW and the League Against Cruel Sports). On behalf of this umbrella campaign group (Campaigning to Protect Hunted Animals — CPHA), MORI has presented the results at various fora, including party conference fringe meetings, public meetings, MPs' receptions and internal strategy reviews (both here and in the US). However, under our obligations of disclosure, we have also provided information on request to those groups campaigning to retain hunting — most notably the Countryside Alliance.