NSPCC: Brand Tracking Study
Background & Context
NSPCC commissioned M·E·L Research to deliver an annual brand tracking study among professionals working to keep children safe. This study formed part of a longitudinal programme, with this wave representing the fifth iteration, enabling robust trend analysis over time. The core purpose of the research was to monitor NSPCC’s brand health, understand perceptions and usage of its services, and identify emerging safeguarding challenges to inform strategic decision-making.
The target audience comprised safeguarding professionals with decision-making responsibilities across a range of sectors, including education, healthcare, social care, criminal justice, charities, and arts and culture. This breadth ensured NSPCC could assess its relevance across a diverse safeguarding ecosystem.
A key challenge within the research was balancing consistency with previous waves (to allow trend analysis) alongside the need to keep the study relevant. Updates to sector quotas and questionnaire wording were introduced, including expanding the sample to new sectors such as charities and arts and culture. This required careful interpretation of comparability over time. Additionally, the subject matter—child protection and safeguarding—can be complex and sensitive, requiring careful questionnaire design to ensure clarity and engagement among a professional audience.
Approach
M·E·L Research designed and delivered a robust quantitative research programme, working closely with NSPCC to refine the questionnaire and ensure it aligned with current strategic priorities while maintaining trend measures.
The methodology included:
Online survey (primary method)
- Conducted via an established online panel provider (Focaldata)
- Sample size: 817 safeguarding professionals
- Audience: Professionals with safeguarding responsibilities and decision-making influence
- Coverage: Multiple sectors including education, healthcare, social care, criminal justice, charities, and arts/culture
- Achieved a broad regional and demographic spread, with weighting applied by sector using cell-based weighting to ensure representativeness
Survey design and development
- Collaborative development with NSPCC to refine questions and update terminology
- Inclusion of both trend measures (e.g. brand awareness, usage, trust metrics) and new questions reflecting current safeguarding priorities
- Updates to campaign and service lists to reflect NSPCC’s latest activity
- Data processing and weighting: Data weighted to reflect target quotas by sector
- Ensured comparability with previous waves while accounting for updated sample composition
- The survey covered a wide range of topics, including brand awareness, perceptions, service usage, campaign recall, training needs, and safeguarding pressures. It also included open-ended questions to capture qualitative feedback, particularly around NSPCC Learning.
Outputs
M·E·L Research delivered a comprehensive suite of outputs designed to support strategic decision-making within NSPCC.
Analysis approach
- Quantitative analysis of survey data, including trend comparisons across five waves
- Statistical testing to identify significant differences year-on-year (at the 95% confidence level)
- Subgroup analysis by sector, role type, and demographics to uncover nuanced insights
- Thematic analysis of open-ended responses to identify key themes such as cost, convenience, and credibility in relation to NSPCC Learning
Reporting outputs
- A detailed PowerPoint report structured around key themes including brand position, service awareness and usage, safeguarding needs, and strategic recommendations
- Clear visualisation of trends over time to support interpretation by stakeholders
- Integration of both quantitative findings and qualitative verbatim feedback to provide depth and context
Presentation and stakeholder engagement:
- Findings were presented to NSPCC stakeholders in a debrief session, with opportunities for discussion and clarification.
- The report was designed to facilitate strategic conversations, with clear sections on key insights and actionable recommendations
Application of findings:
- The research enabled NSPCC to track changes in brand health, including awareness, trust, and usage.
- Insights supported identification of gaps between awareness and service uptake, informing opportunities for conversion.
- Findings on safeguarding pressures and training needs helped shape future service development and prioritisation
- Evidence was used to inform messaging, positioning of training (e.g. as both compliance and professional development), and audience targeting strategies.
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