How a major non-profit refreshed its brand tracker to cut bias and drive internal impact
As one of the most recognizable charities in the UK, our client needed a brand tracker that did more than tick boxes. The existing tracker had been in place for several years, but metrics rarely moved, and insights failed to link clearly to performance. Internally, stakeholders were losing faith in its value.
That’s why their insights team came to us.
The challenge: Making measurement meaningful
As the UK’s largest cancer charity, the priority was clear: protect share while finding new ways to keep supporters engaged. But the tracker in place wasn’t helping.
Two issues stood out:
- Results from the tracker stayed static when performance changed, leaving stakeholders unsure of what to believe.
- There was a risk of social desirability bias, where people gave answers they thought were expected or that made them look ‘good,’ making the picture less reliable.
This left stakeholders disengaged, and insights that could have driven decisions went unused. A fresh approach was needed to bring reality into focus and make the data matter.
Services used:
The solution: Refined design and smarter delivery
We started with a pilot, testing different ways of asking questions to reduce bias and capture more genuine responses.
The tracker was then restructured into a modular design, with themes and questions rotated in and out to align with live brand and campaign activity.
Finally, to make insights more useful, we replaced static reports with a bespoke, interactive dashboard. This gave stakeholders direct access to the data and made it easier for them to use insights to guide key decisions.
The impact: A tracker with traction
The refreshed tracker has already shifted how the brand team works. Insights are now feeding into planning sessions and helping to shape brand strategy. Stakeholders who previously disengaged are now logging in, exploring the dashboard, and using the data to inform real decisions.
Confidence in the results has grown, and the tracker is no longer seen as background reporting but as a practical tool that earns attention across the organization.
Looking ahead: Building trust and momentum
The tracker is designed to evolve with the brand, providing a reliable read on supporter perceptions while remaining flexible enough to adapt to new campaigns and priorities.
Just as importantly, it has secured stronger internal buy-in, with stakeholders using the data more actively in planning and decision-making.
With insights taking a seat at the table, its value lies in turning continuous feedback into lasting impact.
