Case Studies
Case Studies
Ginger Research often works in the public policy space, partnering with government organisations, voluntary sector bodies and private companies to navigate where policy meets real-world delivery.
Case Studies
Driving Behaviour Changes
2025
The Challenge
Encouraging households to take up energy saving measures remains one of the toughest behaviour change challenges for local authorities. The social and environmental benefits are obvious—lower energy bills, healthier homes, and reduced carbon emissions—but the barriers are equally strong.
Residents face high upfront costs, complex choices,
and a lack of trust in a market still taking shape. Even with
funding available, many simply don’t know where to start.
What We Did
Ginger Research partnered with a communications agency to design a energy saving offer that felt
clear, credible, and relevant to real households.
Through extended in-home friendship pair interviews,
we engaged a diverse mix of residents, including those
on low incomes and people with long-term conditions.
These sessions created space for open, authentic conversations about keeping homes warm during the cost-of-living crisis.
Using the COM-B behaviour change framework, we explored how different participants varied in their capability, opportunity, and motivation to energy saving. Distinct psychographic personas emerged from our analysis which was supported by the use of a qualitative analysis platform.
Focus groups with each segment refined messaging, ensuring that the comms strategy genuinely resonated and inspired action.
The Results
The client emerged with a clear, evidence-based roadmap for marketing their energy saving programme.
They now know:
- Which audiences to prioritise
- How to speak to each group in a way that builds trust and motivation
- What practical and emotional conditions enable real behaviour change
Driving behaviour change
for household energy saving
2025
The Challenge
Encouraging households to take up energy saving measures remains one of the toughest behaviour change challenges for local authorities. The social and environmental benefits are obvious—lower energy bills, healthier homes, and reduced carbon emissions—but the barriers are equally strong.
Residents face high upfront costs, complex choices,
and a lack of trust in a market still taking shape. Even with
funding available, many simply don’t know where to start.
What We Did
Ginger Research partnered with a communications agency to design a energy saving offer that felt
clear, credible, and relevant to real households.
Through extended in-home friendship pair interviews,
we engaged a diverse mix of residents, including those
on low incomes and people with long-term conditions.
These sessions created space for open, authentic conversations about keeping homes warm during the cost-of-living crisis.
Using the COM-B behaviour change framework, we explored how different participants varied in their capability, opportunity, and motivation to energy saving. Distinct psychographic personas emerged from our analysis which was supported by the use of a qualitative analysis platform.
Focus groups with each segment refined messaging, ensuring that the comms strategy genuinely resonated and inspired action.
Results
The client emerged with a clear, evidence-based roadmap for marketing their energy saving programme.
They now know:
- Which audiences to prioritise
- How to speak to each group in a way that builds trust and motivation
- What practical and emotional conditions enable real behaviour change
Case Studies
Optimising the impact and
effectiveness of communications
2024-2025
effectiveness of communications
The Challenge
We partnered with a national public sector health organisation to ensure that their reports — which address real pressures across health and social care — genuinely reflect patient experiences. Central to this work was representing diverse voices, including those often excluded from traditional research.
What We Did
To achieve this, we collaborated with an MRS-trained recruitment network to free-find participants with protected characteristics and specific lived experiences — from individuals detained under the Mental Health Act to parents of neurodivergent children awaiting NHS and social care support.
Every stage of the research process was designed to build trust: accessible consent materials, clear safeguarding protocols, and participant validation of their published stories. We used one-to-one in-depth interviews to create a safe, flexible space for people to share sensitive experiences, with the option to have a supporter present if needed.
The Results
Our proven ability to meet diverse recruitment requests means the client can rely on us to deliver the authentic patient voices that give their reports credibility and influence.
Optimising the impact and
effectiveness of communications
2024 – 2025
The Challenge
We partnered with a national public sector health organisation to ensure that their reports — which address real pressures across health and social care — genuinely reflect patient experiences. Central to this work was representing diverse voices, including those often excluded from traditional research.
What We Did
To achieve this, we collaborated with an MRS-trained recruitment network to free-find participants with protected characteristics and specific lived experiences — from individuals detained under the Mental Health Act to parents of neurodivergent children awaiting NHS and social care support.
Every stage of the research process was designed to build trust: accessible consent materials, clear safeguarding protocols, and participant validation of their published stories. We used one-to-one in-depth interviews to create a safe, flexible space for people to share sensitive experiences, with the option to have a supporter present if needed.
Results
Our proven ability to meet diverse recruitment requests means the client can rely on us to deliver the authentic patient voices that give their reports credibility and influence.
Case Studies
Making informed decisions
about customer journeys
2024 – 2025
2024-2025
about customer journeys
2024 – 2025
The Challenge
A private healthcare provider was expanding its range of medical treatments and investigations, moving beyond its traditional services to offer specialized procedures and diagnostics to new patient populations. This expansion
brought a critical challenge: different patient groups had
varying expectations about what constituted value for money,
yet the organisation lacked insights into what patients
actually wanted in order to feel their investment was worthwhile.
What We Did
Ginger worked with a trusted MRS trained recruitment network to free-find participants who
had recent experience of the relevant treatments and investigations within a timeframe that enabled accurate recall of details. Recruitment was geographically targeted to the areas where the client was offering their services, ensuring insights would be directly relevant to their new patient base.
We conducted individual depth interviews because healthcare experiences require complete privacy and
the flexibility to explore each person’s unique journey. Telephone interviews were used with older participants (65+ years) as an accessible method that builds rapport, while younger participants were interviewed via Teams/Zoom. We guided participants step-by-step through their entire customer journey – from initial provider selection through to aftercare – using careful prompting to capture the granular detail needed to understand what drove satisfaction at each touchpoint.
The Results
The senior leadership team now has clear, evidence-based direction for planning customer journeys across their expanded service range. They understand exactly where patients place highest priority – and therefore where to strategically invest resources that directly impact satisfaction and value perception. Armed with insights into what truly matters to different patient groups, they can now position their expanded services to stand out in competitive local markets.
Making informed decisions
about customer journeys
2024-2025
The Challenge
A private healthcare provider was expanding its range of medical treatments and investigations, moving beyond its traditional services to offer specialized procedures and diagnostics to new patient populations. This expansion
brought a critical challenge: different patient groups had
varying expectations about what constituted value for money,
yet the organisation lacked insights into what patients
actually wanted in order to feel their investment was worthwhile.
What We Did
Ginger worked with a trusted MRS trained recruitment network to free-find participants who
had recent experience of the relevant treatments and investigations within a timeframe that enabled accurate recall of details. Recruitment was geographically targeted to the areas where the client was offering their services, ensuring insights would be directly relevant to their new patient base.
We conducted individual depth interviews because healthcare experiences require complete privacy and
the flexibility to explore each person’s unique journey. Telephone interviews were used with older participants (65+ years) as an accessible method that builds rapport, while younger participants were interviewed via Teams/Zoom. We guided participants step-by-step through their entire customer journey – from initial provider selection through to aftercare – using careful prompting to capture the granular detail needed to understand what drove satisfaction at each touchpoint.