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Welsh Government

Understanding audiences in Wales 

Research & insight to help Welsh Government speak to a nation

Challenge

Welsh Government has always tried to take a ‘people first’ approach to communications. This means it strives to understand its audience when designing marketing campaigns. Understanding the variety of audiences (from the young, the old, the unemployed, to the under-represented) can be a real challenge. Yet, without this level of audience insight, shaping policy and communication strategy becomes impossible. Which is where we stepped in. 

Solution

To fully understand the circumstances, feelings, behaviours and motivations of key demographics, we undertook a number of research projects, uncovering the insight needed to reach these audiences. These included:

  • How to reach the youngest in society who are mistrustful of government interventions

  • How to support old people into employment in a world that’s obsessed with the shiny and new

  • How to design campaigns that are inclusive of all audiences, regardless of background, ability or ethnicity

  • How to support communities as the economy transitions to net zero.

We adopted a consistent approach – an immersion into existing research, a commissioning of bespoke research and a forensic analysis of data that leads to a clear and implementable communication strategy. Yet each project also had its own set of unique requirements, whether that’s in its methodology (marrying the approach to the audience) or in its delivery.   

Each project was tackled in a thorough and analytic way that turns research into meaningful insight and practicable solutions. Each full report, combining research and strategy, was designed, produced and delivered in multiple formats, including print, digital and accessible formats. 

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Results

Our research projects have had great success. They have shaped policy, lead to tangible communication activities (including campaigns such as the Young Person’s Guarantee and Jobs Growth Wales+), been applauded at ministerial level, and, most importantly, helped to change the lives of people living in Wales.