Behave
Hyper-local hospitality venue targeting
3Gem supported Behave by providing hyper-local sampling for hospitality end-client
Using access to our extensive UK panel, 3Gem were able to survey n=385 UK adults who lived in 8 specific London boroughs, ensuring Behave gained insights from those who truly mattered
The Challenge
Evaluate local opinion for hospitality venue
Behave, a leading behavioural research consultancy that is part of the House of Communication group, needed to understand the opinions and behaviour of a very small target group.
On behalf of their client, a hospitality venue in London, Behave approached 3Gem with the challenge of recruiting respondents who lived within a small, specific set of London Boroughs.
The need for the narrow audience was to establish knowledge and opinion of the venue, as well as wider attitudes towards hospitality, among the people who live within a short distance from the venue.
The Methodology
Hyper-local targeting of specific London postcodes
Behave designed the main body of the questionnaire, while 3Gem designed the recruitment and screening section to ensure we recruited the right respondents, as well as providing a full review of the remainder of the survey.
Respondents who selected London as the region in which they lived were then asked the first part of their postcode, with only those selecting SW or W continuing.
Then they were asked the letters that followed SW or W, with 25 of the possible 34 options qualifying. This meant that our sample was made up only of people living in 8 specific London boroughs:
• Hammersmith & Fulham
• Hounslow
• Kensington & Chelsea
• Lambeth
• Wandsworth
• Croydon
• Merton
• Richmond upon Thames
In total, across 3 weeks of fieldwork, we spoke to n=385 adults living in one of these specific London boroughs.
The Outcome
Accurate and concise data among small target group
Using the data captured from those living closest to the venue, Behave were able to successfully measure awareness, familiarity and source of awareness, as well as how to increase the appeal of the venue in the local community.
3Gem’s approach, made possible by access to our own extensive, in-house, UK panel, was much more cost effective than using geo-tracking, or bringing on board partner agencies to assist with sampling, and also enabled us to deliver the results within a shorter timescale.
This meant Behave were able to complete their project both on time and within budget.
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