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Case study:
What worked in local alcohol awareness interventions

Drinkaware

Featured in this case study: Charity & not-for-profit, Qualitative, Observation market research, Market research project design & management, Market research in-depth interviews, CAPI (Computer-Assisted Personal Interviewing), Behavioural science

The challenge

Drinkaware is the UK’s leading alcohol charity. Drinkaware worked together with individuals, communities, academics, researchers, industry-experts and governments, to look to achieve its vision of reducing alcohol harm in the UK. In partnership with Budweiser Brewing Group UK&I, Drinkaware delivered a series of in-person ‘Identification and Brief Advice’ (IBA) events in late 2022, in shopping centres in Salford and Bolton. These two areas have been identified as over-indexing in key measures of alcohol harm compared with the national average.

The overarching aim of the intervention was to help those at risk make more informed choices with regard to alcohol consumption. Research was required to provide an independent assessment of the IBA events in Salford and Bolton. The events included a digital scratchcard and handing out ‘goodie bags’ containing a unit and calorie calculator wheel, unit measuring cup, trolley-token, and pen.

DJS Research was commissioned to explore:

Did the intervention proceed according to plan.
What was the impact of the intervention on the members of the public involved.
What can we learn for further or wider executions of similar schemes.

The approach

Qualitative research can take many forms, but at its heart it is about understanding how and why. For example, how do people feel about a certain product, brand or a new idea? Why are sales down? Why is a marketing message not cutting through? Why are people behaving in a certain way and how can we change that? Qualitative research is about detail, depth and understanding, and can be used to explain data trends or patterns of human behaviour.

At DJS Research, our researchers have a wealth of experience moderating qualitative research, putting research participants at ease and exploring experiences, attitudes and behaviours to unlock those ‘golden nuggets’ of insight.

Methods in our qualitative toolkit

We develop a bespoke approach to meet each client’s objectives, but some commonly used methods in our qualitative toolkit include:

We draw on behavioural science to understand why people do what they do, not just what they say they do. We go beyond a basic question and answer format to examine the all-important context for decision-making, for example spending time with participants at home, observing their day-to-day life or asking them to complete a diary. We consider the behavioural biases at play and apply relevant frameworks or models to guide our analysis and recommendations.

Ultimately, by uncovering and sharing real life stories and applying our knowledge of human behaviour, we deliver deeper insights that impact our clients’ decision-making.

To find out more about our qualitative research capabilities, and discuss how we could craft a tailored solution to meet the specific needs of your organisation, contact us today.

The results

A detailed report was produced that evaluated all aspects of the IBA, from the participant experience at the events through to the impact of the IBA several weeks later. The report included actionable recommendations for rolling out similar interventions on a larger scale. The final report was published by Drinkaware.

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Client testimonial: Drinkaware

Charity & not-for-profit, Qualitative, Observation market research, Market research project design & management, Market research in-depth interviews, CAPI (Computer-Assisted Personal Interviewing), Behavioural science

"DJS Research carried out a process evaluation of a new intervention for us. They designed a thoughtful, qualitative methodology which allowed us to get insight from the people we are trying to reach in a completely new way. The team were helpful, professional and flexible when faced unexpected changes. The final report was excellent, and we have no hesitation in recommending DJS Research to anyone looking for similar expertise."

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Sector:
Charity & not-for-profit

One of the greatest challenges faced by organisations in the not-for-profit (NFP) space is balancing limited resources with the increasing need to demonstrate tangible impact. Charities and NFPs often have to juggle funding constraints while being expected to deliver high-impact initiatives, engage diverse stakeholders, and maintain transparency with donors and beneficiaries. This pressure is heightened by the need for continuous evidence-based reporting, which ensures that an organisation’s efforts are both effective and aligned with its mission, all while adapting to evolving societal needs. At DJS Research, we deliver tailored market research for charities, not-for-profit organisations, and non-governmental organisations (NGOs). We provide insights that help organisations maximise their impact, engage their key audiences, and achieve their goals effectively. Our expertise in the charity and NFP sector We work with organisations across the charity, NGO, and wider not-for-profit landscape, helping them address complex challenges and deliver on their objectives. Our research solutions provide actionable insights that enable organisations to: Optimise fundraising strategies. Measure and demonstrate social impact. Track and enhance brand awareness. Engage stakeholders, donors, and volunteers. Conduct detailed audience segmentation and profiling. Our deep understanding of the sector supports organisations in making data-driven decisions that create lasting social change. We design methodologies to meet your objectives, which might include: In-depth interviews with donors, volunteers, and service users. Focus groups and workshops with vulnerable groups. Ethnographic research and observational studies. Online communities and panels for ongoing engagement. Surveys to track awareness and behaviour change. Segmentation studies. Audiences we engage We understand the specific needs of diverse groups – donors, volunteers, service users, and more – helping organisations enhance engagement and amplify social impact. These include: Service users and potential users. Fundraisers. Teachers using teaching resources provided by charities. Campaigners. Corporate donors and those contributing time. Financial donors. Potential supporters. Retail customers. Staff. Volunteers. Visitors. Members. Policymakers. Vulnerable audiences. Ensuring trust and ethical standards Our team is trained to handle sensitive topics with care, adhering to the highest ethical standards when working with vulnerable or hard-to-reach groups. We prioritise the safety and wellbeing of all participants. Engaging research, accessible insights Our research is designed to be accessible and engaging, making participation seamless and enjoyable. Whether it’s a low-effort survey or an in-depth interview, we ensure the process is rewarding and sensitive to the needs of your audiences. To find out more about our expertise in the charity and not-for-profit sector and discuss how we can provide the actionable insight you need to meet your business objectives, contact our team today.

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Specialism:
Qualitative

Qualitative research can take many forms, but at its heart it is about understanding how and why. For example, how do people feel about a certain product, brand or a new idea? Why are sales down? Why is a marketing message not cutting through? Why are people behaving in a certain way and how can we change that? Qualitative research is about detail, depth and understanding, and can be used to explain data trends or patterns of human behaviour. At DJS Research, our researchers have a wealth of experience moderating qualitative research, putting research participants at ease and exploring experiences, attitudes and behaviours to unlock those ‘golden nuggets’ of insight. We develop a bespoke approach to meet each client’s objectives, but some commonly used methods in our qualitative toolkit include: In-depth interviews. Focus groups. Online communities. Ethnography. Video vox pops. We draw on behavioural science to understand why people do what they do, not just what they say they do. We go beyond a basic question and answer format to examine the all-important context for decision-making, for example spending time with participants at home, observing their day-to-day life or asking them to complete a diary. We consider the behavioural biases at play and apply relevant frameworks or models to guide our analysis and recommendations. Ultimately, by uncovering and sharing real life stories and applying our knowledge of human behaviour, we deliver deeper insights that impact our clients’ decision-making. To find out more about our qualitative research capabilities, and discuss how we could craft a tailored solution to meet the specific needs of your organisation, contact us today.

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Observation market research

Observation market research is a technique which involves directly observing consumers, or another target audience, in their natural environment. An example of this methodology in a retail setting would be observing the end-to-end shopping experience to identify what catches the attention of shoppers outside the store, what makes them stop or look again, what draws their attention in a window display and which direction they go after entering the store. Our researchers have devised tailored observation-based methodologies for clients across many different sectors, and have gathered detailed information about respondents through analysis of their behaviours in real-time. This method of capturing primary data can be used to complement a question-based research methodology, such as an in-store or online survey, or can act as a stand-alone behavioural study. One of the key advantages of observation market research is that it provides a direct, unbiased view of behaviours, witnessed by an observer, rather than relying on respondents to recall their actions at a later date. When combined with a survey-based approach the results can be extremely powerful, providing a 360-degree view of actions and causation; observation market research can present the actions of a target audience and a survey can probe into what motivated the respondents to behave in this way, identifying key drivers – both conscious and subconscious. A mixed mode approach of this nature ensures the outputs present not only a clear picture of how people behaved, but deep insight into why they chose to act in this way. Other common uses of observation market research in action include: Viewing products being used in-situ in order to understand usage patterns and any potential problems. Understanding consumers' views on packaging, seeing them handle the items and viewing their responses. Measuring the time it takes your target audience to make a purchase decision in a specific setting. Examples of projects where we have employed observation techniques to great effect include: Observing the in-store experience for a client retail sector: Analysing the behaviour of customers entering retail outlets across the UK in order to maximise the effectiveness of store layouts. Visual footfall audit for a client in the culture, heritage and leisure sector: Observing and collating the number of customers using major rides at one of the UK’s largest theme parks. Whether you require a simple footfall survey, a view of respondents’ behaviour as they enter or browse a store, theme park or public building, or a larger scale survey of use of amenities across a local authority, DJS Research has the expertise to craft a tailored observational solution to suit your needs.

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Market research project design & management

At DJS Research, we offer comprehensive market research project design and management services, ensuring that every stage of your project runs smoothly and delivers robust, actionable results. As a full-service agency, our senior research team brings the expertise needed to plan, coordinate and oversee projects from start to finish, working in partnership with you to ensure your objectives are met on time and within budget. We understand that each client’s needs are unique. That is why we take the time at the outset to explore your objectives in detail, ensuring we design a research approach that is entirely tailored to your requirements. Whether you are seeking to explore a new market, understand customer perceptions, or evaluate the success of a product or service, our project design and management expertise will ensure you have the insight you need to make confident, informed decisions. Why does effective project design and management matter? Well-planned and well-managed research projects are more likely to deliver insights you can trust. Without clear objectives and a structured process, projects risk delays, overspending, or producing results that fail to answer your key questions. By working with our experienced team, you can be confident that your research will: Address the right questions from the outset. Stay on track and on budget. Produce accurate, robust findings that support decision-making. How do we approach project design and management at DJS Research? We tailor our process to the needs of each client, but our typical steps include: Understanding your objectives: Exploring your goals to ensure we address the right questions. Designing the research framework: Selecting the most suitable methods for your requirements. Planning and scheduling: Setting a clear and achievable timeline. Managing fieldwork and resources: Coordinating all elements of delivery (including recruitment, data collection and quality control). Keeping you informed: Providing regular updates so you know exactly how the project is progressing. Delivering actionable results: Presenting insights in a clear, actionable format to support your decision-making. We recognise that some clients prefer to be closely involved at every stage, while others would rather take a step back and receive the findings once the work is complete. We are happy to work in whichever way suits you best. Our approach is flexible, adapting to your preferred level of involvement as well as your budget and timescales. What are the benefits of working with DJS Research? Partnering with us for project design and management gives you access to: A dedicated senior researcher overseeing your project from start to finish. A team with experience across a wide range of sectors and research methods. Transparent, straightforward communication at every stage. Accredited quality processes that ensure reliable, robust results. Effective project design and management underpins all our projects at DJS Research and the breadth of our service offering ensures we provide expertise at every stage of the research process. Ready to ensure your next research project runs seamlessly from start to finish?

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Market research in-depth interviews

In-depth interviews offer the opportunity to have detailed, open-ended conversations with individual participants. They allow us to explore certain topics or reach particular audiences that would not be possible or appropriate with a focus group methodology. Whether exploring complex customer journeys, testing sensitive ideas, or speaking to senior stakeholders, in-depth interviews are a flexible and highly effective way to understand behaviours, attitudes and perceptions. In-depth interviews are particularly relevant for: Confidential, controversial or sensitive topics: Personal finance, health or sensitive business information, for example. Complex or detailed subject matter: Unpicking customer journeys, website testing or exploring sector-specific regulation and procurement processes for example. B2B audiences: In-depth interviews can be conveniently arranged to fit in with their busy work schedules. Marginalised or vulnerable audiences: Some audiences may feel less comfortable in a group setting and prefer a one-to-one interview. Encouraging honesty and capturing unbiased feedback. From interviews about debt, alcoholism and bereavement to software procurement processes and MedTech, there’s not much our sector experts haven’t covered before and all our researchers are trained in the art of in-depth interviewing. Our approach to in-depth interviews Choosing the right method: Once we have established that in-depth interviews are the right method for your project, we will recommend either online/video, telephone or in person interviews (or a combination). The specific approach will depend on the project objectives as well as budget, timescales and audience. For example, it may be important to gather rich contextual information, or utilise eye tracking technology, so we’ll visit respondents in their home or in a central location. Alternatively, online/video and telephone interviews remove geographical barriers and are typically more cost-effective and flexible. Recruiting the right people: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes. Whilst in-depth interviews are typically conducted one-to-one, we may recommend paired interviews, for example a couple or a child and parent. Thoughtful moderation: Our experienced moderators know how to put respondents at ease, build rapport and keep conversations on track. Our sector experts design discussion guides to ensure objectives are met. Actionable insight: We don’t just report what people say in interviews. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic decision-making. We then create engaging, visual reports using rich qualitative data such as video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.

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CAPI (Computer-Assisted Personal Interviewing)

CAPI is an important data collection method for face-to-face interviews where research outputs are captured electronically on a tablet or other similar device. We have a large number of specialised CAPI research tablets available for use in projects and our interviewers are fully confident with this method of data capture. CAPI offers several advantages over traditional paper-based surveys, including: Dynamic quota management: The ability to manage dynamic quotas allows for a much more managed approach to research utilising multiple interviewers across a spread of geographic locations. Where paper-based research may have to be returned to a central point (such as an office) before overall quotas can be ascertained, CAPI allows for real-time visualisation and also the ability to close certain survey routes when a particular quota is hit. Electronic data format: Returning data in real-time also removes the need for ‘punching data’ from paper to electronic formats for analysis. This not only removes the possible chance of an inputter making an error when copying from one format to the other, but also saves a large amount of time and therefore money. Minimises potential error: A CAPI approach also limits the potential for interviewers to make errors with routing within a survey. For instance, a survey can be scripted to automatically route respondents based on their previous responses, removing the need for an interviewer to ‘go to Q3’ as would be the case with a paper survey. This means that incredibly complicated routing can be applied in the background whilst often simplifying the job of the interviewer. Automatic text substitution: Responses to previous questions (a favourite brand, for instance) can be substituted into subsequent questions automatically, removing the need for interviewer and respondent recall. Automatic randomisation: Lists can be automatically re-ordered randomly for each respondent, reducing the potential for order bias. Respondent engagement: CAPI tablets can show images or other forms of stimulus (videos, logos, audio for example) which can give a better representation of a product or brand, and also reduce survey fatigue during long face-to-face surveys. In addition to offering some advantages in terms of reliability and quota control, CAPI market research interviewing may come across as sleeker and more modern than traditional face-to-face interviewing utilising paper questionnaires. For this reason, CAPI can be a better fit for image-conscious brands who feel a paper-based approach may send out the wrong signals.

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Solution:
Behavioural science

Turning human behaviour into business advantage The world of behaviour is messy – and that’s where your biggest opportunities can lie. At DJS Research, we help organisations cut through the noise and understand what really drives human action. Our behavioural scientists have spent over a decade working with clients across a wide range of sectors and industries, from utilities companies and regulators to transport networks, sporting bodies and charitable organisations. We pride ourselves on helping businesses not only see the data, but to interpret and understand it in a way that opens new avenues of thinking and strategy. Why do behavioural insight matter? People have no trouble explaining why they do what they do – but that doesn’t mean they’re right. Our brains are shaped by biases, habits, and hidden cues we’re barely aware of. That’s why real behaviour change requires more than surveys and hunches. It needs behavioural science. Understanding behaviour change: Our three-step method Our behavioural scientists don’t just analyse behaviour – they will help you to change it. From shopping habits to service end-users, apathetic audiences to information-rejectors, we not only identify current behaviours but how to influence them. Our practical, evidence-based approach falls into three key areas and the actions and techniques we use at each stage are tailored to suit your context: 1. Diagnose: We work with you to pinpoint the behaviours that matter, then use behavioural frameworks and the appropriate research tools to uncover current enablers and/ or blockers to change. 2. Design: Using this deep audience understanding, we create behaviour change interventions which are rooted in behavioural insight and are practical for your organisation. Our solutions are not only effective, but feasible and scalable to suit your needs. 3. Evaluate: Rigorous testing ahead of campaign roll-out is crucial to identify what works and, most importantly, what doesn’t. Our behavioural scientists work closely with our clients to design inventions which test our proposed solutions, ensuring they are entirely fit for purpose. From staging real-world interventions to testing ideas through our online experiment platform, we have a wide range techniques at our disposal. This attention to detail ensures you can invest with confidence and really measure the impact of your actions. Strong collaboration is vital to every step of our three-stage process to guarantee the resulting tailor made solutions work efficiently and influence the intended behaviours: Training: How to build a behavioural culture Many business challenges are behavioural at their core – but behavioural thinking isn’t always second nature. That’s where we come in. Our capacity-building programmes – ranging from two-hour workshops to online courses – are trusted by FTSE 100 companies to up-skill their teams and embed behavioural science in day-to-day decision-making. Innovation: How to spot what others have missed Our strength lies in revealing what people don’t say out loud – and translating and teasing out the subtleties that are otherwise missed and transforming this insight it into fresh, grounded ideas that move your business forward. We help our clients uncover unmet needs, latent motivations, and overlooked opportunities. Data science: Finding patterns that matter From standalone projects to integrated analytics, we use data to uncover hidden behavioural patterns – giving you sharper insight into your customers, employees, and business outcomes. Quality you can trust Every DJS Research Partner – no matter their role or seniority – completes our in-house training programme on behavioural science and, on successful completion, receives a formal qualification from our Behavioural Science Unit. This company-wide commitment demonstrates our immense passion for this important and innovative field of market research. It’s an approach which we know can transform organisations – as we’ve made it happen – and cognisance of this field is something that can be beneficial for all market research projects. To find out more about our behavioural science expertise and discuss how we can provide the actionable human insight you need, contact our team today.

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Market research case study: What worked in local alcohol awareness interventions

Drinkaware

The challenge

The approach

The results

Client testimonial: Drinkaware

Charity & not-for-profit, Qualitative, Observation market research, Market research project design & management, Market research in-depth interviews, CAPI (Computer-Assisted Personal Interviewing), Behavioural science

Other areas you might find interesting...

Sector: Charity & not-for-profit

Specialism: Qualitative

Service: Observation market research

Service: Market research project design & management

Service: Market research in-depth interviews

Service: CAPI (Computer-Assisted Personal Interviewing)

Solution: Behavioural science

Case study: What worked in local alcohol awareness interventions

Drinkaware

The challenge

The approach

The results

Client testimonial: Drinkaware

Charity & not-for-profit, Qualitative, Observation market research, Market research project design & management, Market research in-depth interviews, CAPI (Computer-Assisted Personal Interviewing), Behavioural science

Other areas you might find interesting...

Sector: Charity & not-for-profit

Specialism: Qualitative

Service: Observation market research

Service: Market research project design & management

Service: Market research in-depth interviews

Service: CAPI (Computer-Assisted Personal Interviewing)

Solution: Behavioural science

Market research case study:
What worked in local alcohol awareness interventions

Sector:
Charity & not-for-profit

Specialism:
Qualitative

Service:
Observation market research

Service:
Market research project design & management

Service:
Market research in-depth interviews

Service:
CAPI (Computer-Assisted Personal Interviewing)

Solution:
Behavioural science

Case study:
What worked in local alcohol awareness interventions

Sector:
Charity & not-for-profit

Specialism:
Qualitative

Service:
Observation market research

Service:
Market research project design & management

Service:
Market research in-depth interviews

Service:
CAPI (Computer-Assisted Personal Interviewing)

Solution:
Behavioural science