The charity Shelter exists to defend the right to a safe home, working with vulnerable people across a wide range of different home and housing situations. The charity has a longstanding partnership with first direct to support in the delivery of its objectives.
Shelter & first direct needed a contemporary understanding of the financial needs amongst audiences that are looking to change their housing situation, specifically amongst ‘non-homeowners’. This ranged from those in formal private rents through to those ‘sofa surfing’.
By recruiting a wide-ranging audience with sensitivity, we were able to segment UK respondents by different behaviours, attitudes, needs, desires and barriers. Sizing and validating priorities through a quantitative phase and understanding how to best connect & deliver to this audience through qualitative research.
Shelter is now using the clear priorities established from the research to partner with the first direct banking group. Creating and targeting financial products & helpline support, all tailored appropriately to the different ‘non-homeowner’ needs.