Market research case study:
Creative Services: Designing data-led insight for maternal health
Active Pregnancy Foundation
Featured in this case study: Creative services: Design & data visualisation
The challenge
Active Pregnancy Foundation approached the Creative Services team specifically for bespoke design support, rather than for research delivery. Having discovered the team through the Market Research Society (MRS) website, the client was seeking a creative partner with proven experience in designing complex, data-rich reports that could communicate sensitive subject matter clearly, credibly, and with impact. The challenge was to transform detailed research findings into visually engaging publications that would resonate with a wide range of audiences, while remaining accessible, emotionally sensitive, and fully aligned with the Foundation’s brand. Following the success of the first report, the client returned to commission design support for a second major publication, reinforcing the importance of consistency and quality across outputs.
The approach
The Creative Services team designed two flagship reports: Overlooked & underserved (published 2023) and MOMentum Lost (published 2024). For both publications, the team led on full report design, creating a cohesive visual language that blended seamlessly with the Foundation’s brand. All illustrations within both reports were produced in-house, alongside infographic-style visual interpretations of the data. These visuals were carefully developed to make complex findings more digestible, represent different groups and audiences clearly, and support interpretation without oversimplifying the evidence. The combination of illustration, layout, and data visualisation helped to guide readers through the narrative and highlight key insights in a memorable way.
The results
The final publications delivered clear, engaging, and visually distinctive outputs that elevated the impact of the research. The success of the first report directly led to the second commission, demonstrating the value of specialist creative expertise in translating data into insight-driven storytelling for sensitive health topics.
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