man and girl

IG researchers use traditional marketing techniques, data, stakeholder research and analysis, as well as the science of social anthropology. This helps us to better understand social groups and the wider community so that we can support accurate segmentation, adoption and ultimately engagement for either social impact or improvement.

Anthropology uses the comparative studies of different cultures and makes cross-cultural comparisons. It also examines, interprets, analyses and compares the results of ethnography - the data gathered. This allows us to compare and contrast different societies and cultures. We augment our data and research within this context, commentary and analysis, which helps us to anticipate social trends, identify risks and provide a better forecast of future changes.

This intelligence and science is applied to both understanding and predicting the likely responses of stakeholders to risk and rewards mixes, and to improving the design of behavioural change or engagement programmes to maximise adoption.

A selection of research projects undertaken

‘Companies Who Care’ in conjunction with The University of Lincolnshire. A major piece of published research which examined attitudes and motivational drivers to charitable giving and Corporate social responsibility across Britain’s top 100 companies.

Audience and donor attrition research and development programmes for leading Arts organizations.

A major nationwide study into young people and their unique relationship and attitudes to alcohol.

A research program which tracked the impact and effectiveness of business funding and consultancy support with young ex offenders and disadvantaged youth groups.

“Making Music” a UK wide survey and programme aimed at increasing the role of music within the family unit; working with both parents and children.

The Pink Pound; an in-depth study of how some of Britain’s biggest brands market to the gay community.

“Food for Thought” a nationwide survey in out of school clubs, which examined 10,000 children and their families nutrition and lifestyles as part of a health living campaign for a leading supermarket.

A major study across 6 European countries for a global Retail Group, which assessed the ranking of importance of key social issues, their levels of emotional attachment and the impact this created on public charitable selection and giving.

The Caring Face of Britain Campaign; a major research and awareness program which found Britain’s 6 million “hidden” carers.