BHF has undertaken extensive work to understand the profile of their donor audience, who are relevant targets for both fundraising and health information.

Our focus in this project was to both validate and add real depth to their understanding of key segments.  We took an iterative approach, an initial ethnographic phase delivering a rich understanding of the segments, through a combination of observation, in-home interviews and a longitudinal task. A second phase focused on segment responses to specific communications approaches to understand how well these were speaking to each audience.

Our findings delivered illustration of the segments in different formats (video, thematic), details of the specific levers and barriers for each and the communication principles that work universally and specifically to each segment.