New product development

Everyone knows that many new initiatives do not succeed and that developing new products that are closely tailored to the needs of the target audience increases the likelihood of success. Research can make a big difference to the likelihood of being successful. We have considerable experience of researching ideas at various stages from exploring the market and identifying gaps to testing propositions or concepts to the delivery or fulfillment of the new product.

Key case study: Great Ormond Street Hospital

Great Ormond Street Hospital welcomes over 150,00 admissions and outpatient visits each year – primarily from children who are suffering from the rarest, most complex and often life-threatening conditions. They receive the best medical care that money can buy, but the NHS funding cannot meet these ever-rising costs, and that's where the hospital's charity steps in, to raise funds to boost the NHS funding.

The charity is reviewing its approach to fundraising and how it communicates about its work. The organisation commissioned nfpSynergy to conduct a research study that would inform this review. We conducted a range of focus groups with different donor segments including young families and empty nesters. The focus group discussions were focused on helping Great Ormond Street Hospital Children’s Charity to identify the most relevant, appealing and motivating fundraising proposition and to inform communication of the need for donations. We explored a range of topics including:

o Motivation to support children’s charities
o Perceptions of Great Ormond Street Hospital
o Response to a range of possible propositions
o Perceptions of how donations would be used

The study culminated in a presentation of the findings to key marketing and communications personnel and enabled the organisation to make informed decisions about related fundraising and communications plans.