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Thank you for choosing to download the UK Charity Brand Barometer

We hope this report provides valuable insight into the UK’s leading charity brands, highlighting which organisations are building momentum, strengthening public engagement and growing brand equity across the sector.

To download the PDF, click the three dots above (below the book), then select the download icon. Alternatively, click this link to open the PDF.

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Charity Brand Barometer

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Consumer Behaviour Research: Why Consumers Say One Thing and Do Another

Why Consumers Say One Thing and Do Another If consumer behaviour and decision-making were completely rational, marketing would be much easier. Ask consumers what matters to them, and they will often give clear, logical answers: Yet real behaviour often tells a different story. Consumers say they want healthier food, but still buy impulsively.They claim advertising does not influence them, yet brand perception constantly shapes their choices.They say price matters most, while repeatedly paying premiums for brands they emotionally connect with. So why does this happen? The answer lies in the complexity of human psychology. And this is exactly why consumer behaviour research is so important. Why stated behaviour and real behaviour differ One of the biggest challenges in market research is understanding the “Say-Do gap“: This is often referred to as the difference between stated behaviour and observed behaviour. Human decision-making is influenced by: Many of these processes happen subconsciously. Consumers are not intentionally misleading researchers. Often, they simply do not fully understand their own decision-making. The psychology behind consumer behaviour Consumer choices are rarely driven by logic alone. Research from Harvard Business School suggests that up to 95% of purchasing decisions happen subconsciously. This means consumers often create rational…

Consumer Behaviour Research: Why Consumers Say One Thing and Do Another

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Charity research unravels the emotional, social and practical drivers of donations, helping organisations optimise messaging, improve donor journeys, and build sustainable growth through insight-led, evidence-based decision making.

How Charity Research Unlocks Growth: Understanding What Drives Donations

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Most research captures what people say, not what they do. At Vision One Research, social research uncovers real behaviour to drive better decisions and outcomes.

Social Market Research That Goes Beyond What People Say

Elisabeth Hill – Strengthening Client Success with Creativity, Experience, and Insight We’re delighted to welcome Elisabeth Hill to Vision One Research as our latest hire and newest Senior Market Researcher. Elisabeth Hill (aka Liz), joins us at an exciting time for the business, bringing over 20 years of market research experience and a strong track record of leading complex client projects to successful outcomes. Her role will focus on client success and heading up key research programmes, ensuring our clients not only receive rigorous insight but also feel genuinely supported and confident in the decisions they make as a result. Growing up in Australia, but based in Marlow, Elisabeth brings both strategic depth and a refreshingly creative perspective to research and analysis. Throughout her career, she has worked across a wide range of sectors, helping organisations move beyond surface-level data to uncover the meaning behind behaviour, attitudes, and decision-making. What makes Elisabeth a particularly exciting addition to the Vision One team is the way she blends analytical rigour with creative thinking. Alongside her research career, she has long been involved in film and TV writing. This storytelling background brings a powerful lens to insight work, helping to frame findings in ways that are human, engaging,…

Welcoming Elisabeth Hill

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Demonstrating continued excellence in market and social market research We are pleased to announce that Vision One has again been successfully re-accredited to ISO 20252, which is the international quality standard that is adhered to by market, opinion, and social research. This is more than a badge of honour for our clients. It is an independent verification that every aspect of our research, right from design through to analysis and reporting, is of the highest standard in the world. The re-accreditation was the culmination of our thorough independent audit of our research methodologies, project management, and quality control processes, all designed to re-emphasize the fact that, day in, day out, our clients see our research as robust, consistent, and durable enough to withstand close examination. Nevertheless, quality also represents merely one aspect of the whole picture. GBC Means More Good News But quality is one part of the whole picture. As well as ISO 20252, we are proud to be signed up to the Good Business Charter, which recognises our commitment to responsible, ethical and sustainable business practice. Together, these two accreditations reflect how we work – not just what we deliver. As Alex Brown, Director of Insights at Vision One, explains: Maintaining…

Vision One Successfully Re-Accredited to ISO 20252 Research Standard