Challenging research norms to drive commercial impact
Why ethnography and analytics make the perfect partnership
AURA is pleased to host this case study from Macmillan Cancer Support and Boxclever on how two very different research methods - in home ethnography and advanced data analytics - fused beautifully to deliver deep insights on the relationship between getting support from the charity and fundraising
Together they'll showcase how tackling a challenging topic with ethnography and analytics (not the most natural of bed partners!) can unlock complex issues, challenge head-on internal hypothesis and ultimately have a significant commercial impact. They will share their case study to demonstrate how a combination of exploratory qual, to reveal human connections and mindsets, followed by clever complex predictive modelling drove strategic change; in this case to inform Macmillan’s fundraising and service strategies by quantifying the donation impact that each interaction with cancer services has.
This session will be led by Stephen Lavery, Macmillan, and Sam Gardner and Lucy Hobbs from BoxClever