UNHCR needed to better understand the views of rank-and-file voters on the international refugee crisis, identifying their awareness, concern, and knowledge.
Perceptions varied substantially compared to the informed audiences UNHCR regularly targeted and conversed with. Based on the data, UNHCR identified that messaging needed to correct misconceptions, particularly among certain audiences.
To help UNHCR put the data into action, we developed five distinct personas based on existing perceptions of refugees and their responses to messages tested in the survey. The personas helped UNHCR stakeholders craft a targeted communications strategy.
Each persona presented UNHCR with overall strategic necessities and tactical recommendations, right down to potential spokespeople.
To help UNHCR put the data into action, we developed five distinct personas based on existing perceptions of refugees and their responses to messages tested in the survey. The personas helped UNHCR stakeholders craft a targeted communications strategy.
Each persona presented UNHCR with overall strategic necessities and tactical recommendations, right down to potential spokespeople.
Survey respondents were data-matched against behavioral databases to provide a complete picture of how best to engage target audiences. This data was aggregated from several data warehouses and matched to each respondent. This data helped provide useful, actionable insights to the survey and the personas.
Media consumption data based on the behavioral data helped UNHCR identify target news sites for earned outreach and partnerships.