Embarking on a brand redevelopment, the Royal Horticultural Society looked to DRG to understand awareness, knowledge, associations and affinity with the gardening charity, setting a benchmark to measure the impact of brand activity in the future.
It was key to explore views of the RHS and its key competitors amongst the general public, as well as crucial audiences for the charity, namely members and those engaged to uncover key opportunities to further engage with each of these groups.
We spoke to a robust and representative audience through quarterly online surveys, building a picture of seasonal effects on perceptions. Results were compared wave on wave and illuminating significant differences highlighted in our accessible quarterly reports. The core research team visited RHS each wave sharing the insights with the team and bringing results to life.