This qual study had multiple stakeholders in 3 regions so an initial workshop was key to define project needs. We then conducted a series of qual online sessions with different audience profiles in each market, using pre-tasking to gain further insight into factual content behaviours.


We developed a clear set of drivers to factual content and engagement hooks which has directly informed our client's sales and communications strategy. Insights have also informed strategies for social media campaigns, OOH advertising and merchandise, as well as providing guidance on best practice for climate crisis content.