Online Friendship Triads

Transgender & Non Binary

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THE PROJECT

Working with 2CV on behalf of DrinkAware who identified the need to diversify the messaging on the website to be inclusive for transgender/ nonbinary people and wanted to carry our market research to ensure the messaging was suitable for this audience.

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THE PROFILES

Recruitment for in depth interviews with follow up groups with profiles to focus around:

  • TRANSGENDER / NON-BINARY / GENDER FLUID / GENDER QUEER
  • INCLUDING PEOPLE WHO HAVE TAKEN HORMONES as part of a transition in the last 2 years
  • EQUAL SPREAD OF AGE GROUPS from 18-34, 35-54 and 55+
  • UK SPREAD to include Scotland, N. Ireland, Wales and England across a mix of urban and rural locations
  • EQUAL SPLIT of alcohol risk based on consumption

THE PROCESS

Utilising our inhouse panel via Take Part In Research; we were able to target a few specific groups including those who identified as non-binary on our registration panel.

We were also able to snowball by asking for referrals for friends or family in the LGBTQ+ communities which allowed us to open our sample and invite unregistered respondents to attend.

We also posted on our social networks with targeting specifically around LGBTQ+ communities.

KEY FIGURES

18
UK Profiles

RESEARCH METHODOLOGY

Online Friendship Triads Online Friendship Triads

Online Interviews Online Interviews



THE OUTCOME

  • We recruited 18 profiles in total with a suitable mix of profiles requested with 100% attendance in the IDI’s and follow up groups.

THE FEEDBACK

"Thank you to Katie and the team"

client-2cv@2x

“Thank you to Katie and the team for the work on DrinkAware the team were extremely pleased with the participants.” What word comes to mind when you think of Roots: “Amazing”

CHARLOTTE DIXON

2CV



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