BACKGROUND

A national charity supporting a particular age group wanted to gain insight into why more people of that age did not start businesses. Obsidian was engaged to undertake a research programme in the East of England into the issues and how they might be addressed.

Obsidian Sector Experience

The lead partner on this assignment had undertaken several assignments for the charity and built some understanding both of the client and its constituency. He has also undertaken other projects connected with business start-ups and the voluntary sector.

Nature of Client’s Problem

The apparent logic of unemployed persons considering self-employment in a climate of age discrimination by employers was belied by the actual uptake of services provided by the client.

Obsidian Expertise in Problem Area

Our strategic marketing partner, an affiliate of the Market Research Society, has considerable experience of a wide spectrum of research techniques, several of which were brought to bear in this assignment. His experience as a marketing director allowed him to analyse findings and recommend results which could be acted upon. In addition, he had himself become self-employed at an advanced age, enabling him to understand some of the issues facing others.

Objectives of Products or Services Offered by Obsidian

Obsidian generally practises Blended Research – application of more than one complementary research technique to a particular issue - in order to gather both a variety and volume of respondent attitudes and to gain insight into issues.

How the Assignment was Carried out

The brief obtained led the consultant to propose and execute a multi-faceted programme. Desk research revealed aspects of the demographic and statistical picture; and the state of knowledge achieved from others’ research projects, as a platform on which to add new insights. A telephone survey was designed for and delivered by a specialist service provider for the selected constituency. Focus Groups were recruited and facilitated, to explore in depth issues faced by individuals throughout the Region targeted. One-to-one meetings were arranged with expert stakeholders. The findings were collated and analysed; and practical steps discussed with the client and others before a final report was agreed and published.

Benefits for the Client

The client lacked the means in-house to undertake such a research study. Engagement of Obsidian offered ready access to relevant skills, experience and resource able to be applied quickly to the purpose. Obsidian offered special terms to this charity.