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Case Study

Blood Cancer UK

Brand Campaign Concept Testing

Qualitative research programme testing brand awareness campaign concepts with people affected by blood cancer to evaluate resonance, understanding and behavioural impact.

Role
Lead Researcher

Duration
4 Weeks

Methods
Concept Testing
Moderated Interviews
Insight Synthesis

Skills
Behaviour Change | Healthcare Research | Qualitative Research | Stakeholder Engagement

Table of Contents

Overview

Blood Cancer UK wanted to understand how people affected by blood cancer responded to a series of awareness campaign concepts before a wider public launch.
 
The objective was to explore emotional reactions, message clarity, campaign effectiveness and perceived relevance across a range of creative approaches, helping stakeholders make evidence-based decisions about future campaign development.

The Challenge

Blood cancer is a highly sensitive subject area. Participants brought a wide range of personal experiences, including their own diagnoses, treatment journeys and experiences supporting loved ones affected by blood cancer.
 
The challenge was to create an environment where participants felt comfortable discussing emotionally significant topics while gathering meaningful feedback on campaign concepts, messaging and creative execution.
 
In addition to understanding campaign preferences, the research needed to uncover why particular messages resonated, where misunderstandings occurred and what support audiences expected from the charity.

My Role

I was responsible for moderating qualitative research sessions, exploring participant reactions to multiple campaign concepts and synthesising findings for stakeholders.

Activities included:

  • Moderated interviews
  • Concept testing
  • Qualitative research
  • Insight synthesis
  • Stakeholder reporting
  • Opportunity identification

Approach

The research explored both rational and emotional responses to campaign materials.

Participants reviewed a range of creative concepts and were encouraged to discuss:

  • Initial impressions
  • Emotional reactions
  • Message clarity
  • Relevance and relatability
  • Trust and credibility
  • Perceived calls to action
  • Expectations of support from Blood Cancer UK


The discussions focused not only on which concepts participants preferred, but also on the underlying motivations, concerns and emotional responses driving those preferences.

Key Themes

Several themes emerged across the research:

  • Campaigns that balanced emotional impact with practical support were often perceived as more helpful and empowering.
  • Participants wanted messaging that acknowledged the reality of blood cancer while also offering hope, understanding and access to support.
  • Authenticity and relatability played a significant role in how messages were received.
  • Audiences responded positively when they felt understood rather than simply targeted.
  • Clear signposting to support services and next steps increased perceived value and trust.

Outcome

The research provided Blood Cancer UK with a deeper understanding of how audiences affected by blood cancer interpreted and responded to campaign concepts.

The findings helped stakeholders identify strengths, weaknesses and opportunities across multiple creative approaches, supporting evidence-based decisions ahead of wider campaign activity.

Most importantly, the research ensured campaign decisions could be informed by the lived experiences and perspectives of the people the charity ultimately aims to support.

Methods

  • Qualitative Research
  • Moderated Interviews
  • Concept Testing
  • Insight Synthesis
  • Stakeholder Reporting
  • Audience Research

Skills Demonstrated

  • Discovery Research
  • Sensitive Topic Research
  • Qualitative Interviewing
  • Concept Testing
  • Customer Insight
  • Behavioural Understanding
  • Stakeholder Communication
  • Healthcare & Charity Research