Building the case for SX – an audience research strategy linked to a 10 year org strategy
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Talk Details
This session explores the internal shift of Prostate Cancer UK from typically more product centric to
putting deeper understanding of supporters and service users, and how and where they intersect, at the
heart of the organisation.
Mark Emery, Head of Insight and Analysis at Prostate Cancer UK and Laura Moore, Head of Quantitative Research at Humankind Research will talk about the need for the shift, using the tool of hybrid segmentation to help unlock the change, and taking the organisation on a transitional
journey.
Key learnings:
- Recognising when an organisation will benefit from a significant change – and being clear on what the goals of such change are, and how they connect to the organisational mission.
- Why a hybrid segmentation was the right tool for Prostate Cancer UK
- Ways we’ve engaged the wider organisation, obstacles and opportunities
- Where we are in the process and where we hope to arrive – using the research to enable functions across
the organisation to have a unified view of our customers, along with clear routes to activate this research
and deliver our ten year strategy
Speakers
Mark Emery
Head of Insight & Analysis
Laura Moore
Head of Quantitative Research
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