Challenge
NFU Countryside wanted to better understand how to communicate effectively with its membership and how members viewed a number of sensitive or potentially conflicting issues affecting the countryside and farming. The challenge was to support more relevant communications while also surfacing views on topics that can carry reputational or policy sensitivity.
Approach
Over a period of almost 10 years, we worked with the membership team on a range of projects designed to explore member perspectives, communication effectiveness and reactions to particular countryside issues. The work included research with members and growers and was designed to combine practical communications feedback with deeper understanding of attitudes, concerns and priorities.
Outcome
The research helped NFU Countryside improve the relevance and reception of its membership communications and build a stronger understanding of how members respond to key issues. Over time, it provided an evidence base to support more informed decision-making and a better grasp of where sensitivities, opportunities and communication gaps existed.