Service delivery and service users
In order to have the greatest possible impact, a non-profit needs to understand the needs of its service users. Whether this is understanding who the service users are, what information and services they need, or the circumstances in which they need them, the best way to gain these insights is to go directly to the source: the service users themselves.
nfpSynergy has extensive experience in gathering firsthand insights of non-profit organisations’ clients, service users, and beneficiaries. Through a variety of methods, research of this type can help inform future planning, service development, and communications strategies. Service user research can also help organisations to track their clients’ needs over time, and the effectiveness of with which the organisation meets those needs.
Case study: Macmillan Cancer Support - Patient Information Booklets
As part of the services it provides to those affected by a cancer diagnosis, Macmillan Cancer Support produce a wide range of information booklets. Macmillan have recently merged with Cancerbackup, another key provider of information booklets, and with the merger comes the need to bring together these two sources of information into one look and feel, based on the Macmillan brand identity.
Macmillan’s design agency developed five design options, and nfpSynergy were commissioned to undertake research to ensure that the thoughts and feelings of the target audience were taken into account and informed decision making about which design route to pursue. The aims of the research were to understand which leaflets appealed and seemed most relevant, to find out what the public thought of Macmillan and Cancerbackup, and to assess how well the designs fitted with the Macmillan brand. These were underpinned by an overall objective to understand the extent to which the booklet designs were encouraging usage among the target audience.
In most cases, qualitative research is the best format for research of this kind, as it allows for a full discussion of the comprehension, impact and appeal of the proposed designs. We conducted in-depth individual interviews with people diagnosed with cancer, people directly affected by the diagnosis of a close friend or family member and healthcare professionals. This methodology led to an in-depth exploration of information needs and allowed us to evaluate the extent to which the booklet designs were meeting these.
Despite the diversity of the sample there was a high degree of consistency in what respondents liked and disliked in the design ideas. We were able to present the client with rich insights about the needs and mind-set of the end user, which informed clear actionable recommendations about how to develop the booklets in a way which would maximise appeal.
“Was extremely impressed with the interview style - professionalism, sensitivity, listening skills, etc. Greatly enjoyed working with NFP - great understanding of us and what we are trying to do.”
said Barbara Cormie from Macmillan Cancer Support.