The challenge
 
Instinctif Partners, a leading international PR and communications agency, approached Truth with an ambition to create a programme of research that would lay bare the realities behind the perceptions and experiences of change in the UK.  The audience was to be key business decision leaders, usually CEOs or C-suite, and the general public.  The ultimate aim was to create an ‘index’ of change that would be repeated over time, so that Instinctif could develop a picture of how the perception and experience of change was changing over time.  Doing this would create important intellectual capital for the business and help establish it as a thought-leader.
 
The approach
 
Research was conducted over a three-month window and employed a mixed-method approach. In-person depth interviews with key decision-makers were conducted alongside an online survey with CEOs and the general public.  Interviews with thought-leaders were use to help broaden the perspective.  In total, we spoke to in excess of 220 key decision-makers in the UK and over 2,000 members of the UK general public.  Importantly, we ran training sessions to equip Instinctif Partners personnel to conduct some of the interviews themselves.  This meant that they were close to the truths laid bare through the research and had a tangible investment in the outputs.
 
The solution

We now have a robust ‘map’ of how the UK perceives and responds to change across key metrics such as economy, risk, investment and personal as well as commercial well-being.  The work has provided a deep understanding of those key decision-makers who currently drive the UK economy.  We have also been able to highlight the disconnect between how these ‘leaders’ see modern Britain and how the same entity is perceived and experienced by ‘ordinary people’.

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