Author Archives: Aoife Hamilton

About Aoife Hamilton

As Director of Corporate Development at CARD Group Research & Insight, Aoife draws from more than a decade of experience in policy and social research gained predominantly in the charity and social enterprise sector. Aoife holds a BA (Oxon) in History and Politics and a CMI Level 7 Certificate in Strategic Leadership and Management.

  1. Supporting Wellbeing in the Workplace

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    Our commitment to supporting wellbeing in the Workplace

    At CARD Group Research & Insight, we believe that a healthy workforce is a happy workforce, and a happy workforce is key to our business success. Over the past year, we’ve made a real commitment to, and invested significant time and resources in, promoting health and well-being at work. Some of our initiatives are set out below.

    Well Talks: A Focus on Health Education

    Understanding the importance of knowledge when it comes to health, and in line with our company objectives, we have organised a series of Well Talks and events to educate the team on a variety of topics. We’ve had experts from NICHS (Northern Ireland Chest Heart & Stroke) in to cover heart health, stress management, and healthy eating, and Encompass Rehab who trained the team in musculoskeletal health in the workplace. 

    Well Checks: Keeping Everyone on Track

    We also offered Well Checks, which have been incredibly popular with the team. These health checks offer our employees a comprehensive way to monitor their well-being, from blood pressure readings to cholesterol tests. The team has appreciated the opportunity to assess their health, and given its success, we are planning to continue offering these checks in 2025 to ensure that everyone has the knowledge and tools to take control of their health.

    Employee Recognition with the Legend Awards

    One of our initiatives is the Legend Awards. This programme allows colleagues to nominate each other for recognition when they have gone above and beyond, whether for work-related achievements or something outside of the office. It’s a great way to boost morale and make sure that our team feel valued. Awards are meaningful to the team, from a takeaway on a Friday night to a spa voucher.

    Supporting Staff Health: Flu Jab Reimbursement

    We have offered to reimburse our team the cost of flu jabs for staff who aren’t eligible for the NHS version. 

    Training and Professional Development

    Across the year, our staff have been attending relevant training, workshops and events delivered by various organisations and groups, including ECNI (Equality Commission for Northern Ireland), the Belfast Business Promise and NICHS.

    Appointing a Health Champion

    Key to the organisation of many of these initiatives is Research Officer, Roxy Thompson, who is our Health Champion. Thanks to Roxy’s ongoing efforts, together with those of the whole team, we’ve created a workplace where employee health is prioritised, and everyone has the opportunity to thrive. Roxy has had the opportunity to attend NICHS Work Well Live Well Training and Health Champions Training alongside organisations such as Community Foundation NI, Cleaver Fulton Rankin Solicitors, Andor Technologies, Cancer Fund for Children, LM Services, NIJAC, and Action for Children. This training provided delegates with additional tools and knowledge to further support the health and wellbeing of their teams. Roxy has rolled out valuable insights into how we can support each other’s mental wellbeing in the workplace.

    Charity Support: Making a Difference Beyond the Workplace

    As a company, we support both local and national causes, with staff taking turns selecting a ‘charity of the quarter’ to be the focus of our fundraising efforts for that period. Staff have selected causes that are close to their heart, and over the past year, we have raised money for several important charities, including the Alzheimer’s Society, led by our Director of Corporate Services, Aoife Hamilton, and Assisi Animal Sanctuary, led by our Operations Director, Joanna Rakowski. This quarter, we are supporting Girlguiding Ulster, led by Roxy Thompson. Throughout December, in time for  Christmas, we have been organising donations to the Storehouse.

    Awards and Recognition: Celebrating Our Collective Efforts

    We were delighted to have been shortlisted for three prestigious awards: Excellence in Health and Wellbeing at the Belfast Telegraph Business Awards, Wellbeing at Work at the Business in the Community NI Responsible Business Awards, and Best Wellbeing in the Workplace Strategy (SME) at the Irish News Workplace and Employment Awards. Our success in securing these nominations is directly due to the commitment and dedication of our staff team in embracing the development of our Workplace Wellbeing Strategy – from Roxy taking on the role of Health Champion, and coordinating sessions across the year, to each and every member of staff who has participated in a session, suggested initiatives, or nominated a colleague for a legend award.

    Additionally, Roxy represented us at the first Work Well Live Well Recognition Event on 26 November, where we received the NICHS and PHA Workplace Health and Wellbeing Recognition Award. Roxy is pictured above with the award. It was a proud moment for the entire team and a recognition of our collective efforts to build a healthier, happier workplace.

    Looking Ahead: More Training and Sessions in 2025

    As we look forward to 2025, we are already planning additional health-focused training sessions and initiatives to keep the momentum going. We are dedicated to ensuring that our workplace continues to evolve, with new opportunities for learning and wellbeing. The goal is to provide ongoing support to our team and help everyone navigate the challenges of maintaining good health, both physically and mentally.

    So we would like to say thank you to our whole team for their dedication and we look forward to continuing our journey toward a healthier, more connected workplace in 2025.

  2. Partnering with The Federation of Small Businesses (NI) to survey small businesses on their banking experiences

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    We’re delighted to be working with The Federation of Small Businesses (FSB) to better understand the banking experiences of small businesses and the self-employed in Northern Ireland. Through a short survey, we are gathering valuable insights into how small businesses perceive their banking services, identifying any challenges they face, and uncovering areas where improvements could be made.

    How to share your views

    If you’re a small business or are self-employed, and would like to contribute your voice, simply:

    • Click the link to the survey: click here.
    • Complete and submit your response: The survey is anonymous and only takes around 8 minutes.

    The survey will remain open until 10am on Monday 18 November, so please take a few minutes to respond now.


    The Purpose of the Survey

    The survey will collect feedback from small business owners, entrepreneurs and the self-employed about their banking services and experiences – an issue that we know is a hot topic at present. Through this survey, small businesses will have the opportunity to share their thoughts on a variety of topics related to banking, including:


    Current banking experiences: How satisfied are small businesses with their banking services? Are there aspects of the service that meet their needs, or are there areas for improvement?
    Challenges faced: What issues are small businesses experiencing with their banks?
    Suggestions for improvement: What changes or improvements would small businesses like to see in their banking relationships?


    Key Insights from the Survey

    Once the survey data has been collected, our team of experts analyse the responses to identify key trends and insights. These insights will play a crucial role in supporting FSB NI’s advocacy efforts, helping them focus on the most pressing issues affecting small businesses in Northern Ireland today.


    Why This Survey Matters

    The findings from this survey will provide a detailed look at the current banking landscape for small businesses. Small businesses are essential to the economy, and ensuring that they have access to the banking services and support they need is crucial to their growth and success.
    Small businesses can influence the improvements that are made in the financial services industry by sharing their experiences and challenges. The insights gathered from this survey will help the FSB advocate for changes that address these challenges and better support their needs. As a B2B market research agency, our goal is to provide the FSB with accurate, reliable insights that will inform their advocacy campaigns.

    Northern Ireland Assembly Finance Committee Briefing

    Head of the FSB NI, Roger Pollen, briefed the NI Assembly Finance Committee on the business banking experience of small businesses and the self-employed across Northern Ireland.

    He shared interim findings from a small business banking survey, in which CARD Group Research & Insight is partnering with the FSB, to deliver a robust evidence base on issues experienced.

    Parliamentary copyright video/audio footage is reproduced with the permission of the Northern Ireland Assembly Commission.

    At CARD Group Research & Insight, we serve as a B2B market research agency that helps organisations make data-driven decisions. We are delighted to be working with FSB NI on this important survey, gathering insight to assist them in their vital work supporting and advocating on behalf of small businesses across Northern Ireland.

    Your participation is vital in ensuring that small businesses in Northern Ireland receive the support they need from their banking institutions. If you should have any questions regarding this survey, please contact info@card-group.com

  3. The Remarkable Marketing Awards 2024

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    What a night!

    We had a fantastic time at the inaugural Remarkable Marketing Awards 2024! As headline sponsor, we were thrilled to celebrate remarkable marketers from across Northern Ireland.

    Huge congratulations to all the winners, and to everyone shortlisted.

    A massive thank you to Treena Clarke and her team for organising an exceptional evening, expertly compered by Emer Maguire. The entertainment was fabulous all night long!

    Highlights of the night included engaging fireside chats with Walter Campbell, the creative genius behind Guinness Surfer – voted the best TV advert ever made – and our very own CEO, Albert Hamilton.

    We were also inspired by the discussion with Frank McKee (Belfast Academy of Marketing) and Dr Jonnie McCrea in support of charity partner, Brain Injury Matters.

    Already looking forward to next year!

    Remarkable Marketing Awards
    Remarkable Marketing Awards
    Remarkable Marketing Awards
    Remarkable Marketing Awards
    Remarkable Marketing Awards
    Remarkable Marketing Awards

  4. Remarkable Marketing Awards social enterprises raffle prize

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    In celebration of this evening’s inaurgural Remarkable Marketing Awards, and to support local social enterprises, we have donated a luxury hamper for the Remarkable Marketing Awards raffle in aid of Brain Injury Matters. This fabulous prize includes:

    • NOW Group loaf pottery set of four colourful hand-thrown pottery mugs
    • MADLUG rolltop bag and laptop bag
    • Orchardville Irish Linen Scarf
    • Refuge hot chocolate & baking products
    • ArtsEkta Silk Road Cookbook with recipes from Belfast-based refugees
    • The Designerie luxury food products
    • Lacada Brewery cooperative craft beers
    • High Rise accessible indoor activity centre experience vouchers
    • Olympia Leisure Centre Thermal Spa vouchers

    To find out more about these social enterprises and what they do, please click on each link below.

    With every Madlug bag sold, a pack-away travel bag is given to a child in care to stop them having to carry their life’s belongings in a bin bag. Visit madlug.com to find out more

    NOW Group runs Loaf Catering and Pottery with all profits supporting people with learning difficulties and autism to get and keep jobs. Visit nowgroup.org to find out more

    Orchardville Works produces stunning Irish linen scarfs, customised by their talented team of adults with learning disability or autism. Visit orchardvilleworks.com to find out more.

    The ArtsEkta Silk Road Cookbook features family recipes from diverse communities. Sales support asylum seekers, refugees and migrants. Visit artsekta.org.uk to find out more.

    Refuge Chocolate makes luxurious chocolate products with proceeds donated to Flourish NI, a human trafficking charity. Visit refugechocolate.co.uk to find out more.

    The Designerie is a social enterprise shop in Bushmills showcasing talent in the local creative community, with a creative hub and workshop. Visit thedesignerie.co.uk to find out more

    High Rise is an accessible, indoor activity centre run by
    charity Employers For Childcare. It features Clip ‘n Climb, soft play and sensory rooms. Visit highriseni.org to find out more

    Lacada Brewery is a community owned Co-Operative brewery in Portrush. It originates from a love of beer, a love of place, and a love of people. Visit lacadabrewery.com to find out more

    Better gyms, run by GLL, aim at improving community wellbeing. They operate a luxurious thermal spa at Olympia Leisure Centre in Belfast. Visit better.org.uk to find out more

    The Remarkable Marketing Awards 2024, sponsored by CARD Group Research & Insight.

  5. Sponsoring the Remarkable Marketing Awards

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    CARD Group Research & Insight is encouraging marketers across Northern Ireland to enter the inaugural Remarkable Marketing Awards (RMAs) 2024. 

    These Awards are a celebration of the people in Northern Ireland who are behind some of the most impactful campaigns promoting brands, hitting targets and turning remarkable ideas into reality. The theme of the Awards is about encouraging marketers to blow their own trumpet – to step out from behind the campaigns and into the spotlight.

    CARD Group Research & Insight was delighted to come on board as Headline Partner for the inaugural RMAs. Winners will be announced in a fabulous Awards Ceremony on 31 May 2024 in the ballroom of the iconic Europa Hotel. And with 20 awards, there is a category for every marketer – from independent consultants to in-house teams, across a wide range of sectors from education and training to hospitality and retail.

    The Awards will be judged by an independent panel of internationally renowned industry titans, including the creative thinker behind the Guinness ‘Surfers’, voted “Best Commercial of all Time”, and marketing strategists who have worked with brands from LEGO and De Beers to Nike and Google.

    Along with being Headline Partner, CARD Group Research & Insight is also sponsoring the category for ‘Best Use of Market Research in a Campaign’. Consumer insight is key to crafting a campaign that shapes behaviour and delivers real impact. We want to blow the trumpet for marketers who truly understand what makes people tick – and use this to deliver a truly remarkable campaign.

    Albert Hamilton, CEO of CARD Group Research & Insight said: “When I heard the driving force behind the fantastic Big Marketing Meet Up Belfast events of 2023 was planning these Awards I knew we wanted to be involved! These dynamic events put a real focus on the wealth of marketing genius we have in Northern Ireland, and I came away feeling energised and inspired. So it’s great that we can take this to the next level now with Awards to formally recognise those remarkable marketers and marketing teams, and have a big night out to shout about their success. Thank you to Treena Clarke, the ‘maestro’ behind this opportunity to blow your own trumpet, for launching these Awards, and I look forward to what promises to be a fabulous night of real celebration on 31 May 2024!”

    Entries close on 8 March 2024 so submit your entry now or nominate someone and let them know you think they’re Remarkable.

    About the RMAs

    The RMAs were created by Treena Clarke, who also founded the hugely successful Big Marketing Meet Up Belfast, bringing together Northern Ireland’s marketing community with two events in 2023 and more planned for 2024. So, join in recognising the people who make marketing not just a profession but a remarkable art.

    Alongside Headline Partner CARD Group Research & Insight, the RMAs are sponsored by Excalibur Press, Belfast Academy of Marketing, Thought Boxes, Horrible Brands and MrktSearch.

    Find out more and enter here: Remarkable Marketing Awards

  6. How social market research empowers charities to connect with supporters

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    Social market research is vital to charitable work.  Although passion and dedication to making a difference are the driving forces behind charitable organisations, charities face a unique challenge: How do you connect with supporters in a way that resonates deeply with their motivations and preferences? The answer lies in talking with them – and a valuable tool for this is the strategic use of social market research.

    Understanding the Donor Landscape

    Let’s start with market research. It’s like the compass that helps charities navigate donor motivations and preferences.

    Donor Motivations: What drives someone to support a charity? Is it a personal connection to the cause, a desire to make a local impact or a passion for specific issues? Market research helps charities understand these motivations and tailor their campaigns accordingly. It’s about speaking directly to the hearts of potential donors.

    Giving Patterns: Different donors have different giving patterns. Some prefer one-time donations, while others are committed to monthly contributions. By delving into these patterns, charities can create giving options that align with how supporters are comfortable donating.

    Preferred Communication Channels: Do your supporters prefer email updates, social media engagement, or traditional mailings? Market research unveils these preferences, allowing charities to communicate through channels that resonate most with their audience.

    Tailoring Fundraising Campaigns

    Informed by insights from market research, charities can tailor their fundraising campaigns to connect with supporters on a personal level. 

    Personalised Messaging: With a deep understanding of donor motivations, charities can craft messages that truly resonate. It’s about showing supporters that their contributions matter and that they are making a real impact.

    Choosing the Right Timing: Market research can help to plan and time campaigns for maximum effectiveness.

    Sustainable Giving Options: Understanding giving patterns enables charities to offer sustainable giving options that suit the preferences of their supporters. Monthly commitments, for example, can ensure a steady stream of support.

    The Power of Social Research

    Now, let’s shift our focus to social research. It’s the tool that helps charities dive deeper into the societal context of giving:

    Community Dynamics: Social research explores the dynamics of communities and how they engage with charitable causes. It helps charities to develop strategies to most effectively champion their mission.

    Cultural Sensitivity: Cultural nuances can significantly impact charitable work. Social research helps charities navigate these sensitivities and ensures their messaging is respectful and inclusive.

    Find out how a social market research agency can assist your organisation

    At CARD Group Research & Insight, we use cutting-edge research techniques, advanced analytics and behavioural science to improve stakeholder understanding. To find out more about our social market research services for third-sector organisations, please email our Director of Corporate Services, Aoife Hamilton.

  7. What does today’s Autumn Statement mean for consumers and businesses?

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    Today’s Autumn Statement saw Chancellor Jeremy Hunt provide an update on the state of the UK economy and announce new tax and spending plans. These policies impact consumers and businesses right across the UK. The Chancellor’s emphasis was on growth, support for business and measures to make work pay.

    Headline figures of cuts to National Insurance and measures to reduce corporation tax will be welcomed by workers and businesses however must be considered in the context of wider restraint in public investment and continued cost of living pressures. While inflation has reduced significantly, prices are still rising and many across the country will see little additional cash – if any – in their pockets as a result of today’s announcements. Decisions on business rates, and many of the Chancellor’s 110 business growth measures, apply to England only. In Northern Ireland, the absence of an Executive – and the requirement for additional Barnett Consequentials to be used to pay off an existing overspend – limits scope for consequential funding to be used to extend these measures.

    While the Chancellor stated the Government’s plan for the economy is working, the OBR has downgraded growth forecasts for 2024 and 2025. The Office for Budget Responsibility (OBR) forecasts that living standards in 2024-25 will be 3.5% lower than pre-pandemic – the largest reduction in living standards since records began in the 1950s.

    Key announcements include:

    National Insurance cut: The rate of National Insurance has been cut from 12% to 10% for employees earning between £12,570 and £50,270. The change will come into effect from 6 January 2024 rather than April 2024. This will reduce the amount of National Insurance paid by employees and Employers’ National Insurance contributions. However, Income Tax Thresholds remain frozen meaning that many people will be paying more tax as a result.

    Increase in the National Minimum Wage: The National Living Wage will increase by more than a pound to £11.44 per hour from April 2024. The age at which the rate applies will also reduce from age 23 to age 21. This is an uplift worth over £1,800 a year for a full-time worker. The Minimum wage for younger workers will also increase. This is a move that will be welcomed by those who are in lower income employment and is key to helping reduce levels of in-work poverty. However, it will also put pressure on small businesses – particularly those within sectors such as retail, hospitality and childcare – impacting on their bottom-line profitability. For some, efficiencies and savings may be required to offset rising staff costs. Others may have to explore price increases. While the freezing of business rates in England, and a continued reduction for retail, hospitality and leisure, will help to make the risk in the National Living Wage more affordable for small businesses these measures do not apply in the devolved administrations.

    It is important to note that the rates announced by the Chancellor differ from the Real Living Wage, a rate that is voluntarily paid by employers – including CARD Group Research & Insight. The Real Living Wage is currently £12 an hour for all workers, irrespective of age, with a separate London weighted rate.

    Benefits uprated: Benefits will be uprated by 6.7% – the September 2023 rate of inflation – from April 2024. This is a positive move with speculation having mounted that the lower rate from October 2023 may have been used.

    The State Pension triple lock was confirmed and the State Pension will increase by 8.5% from April 2024.

    Local Housing Allowance has been unfrozen, going some way to supporting private renters with increasing costs.

    Measures to move more people into work: Focusing on those who are economically inactive due to sickness or disability, the Chancellor announced a new package of measures including welcome investment in more personalised employment support and talking therapies. However, this is countered by tougher conditionality measures exposing more people to benefits sanctions, a move that risks pushing more of our most vulnerable further into financial distress while making it harder for people to engage with employment support.

    There is also a risk that people will be forced into roles that they may be unsuited for, placing quality and service at risk, and creating pressure for employers and employees alike.

    Pension reform: A consultation will be carried out on giving savers a legal right to require a new employer to pay into their existing pension pot when they move jobs, enabling workers to retain one pension pot across their careers.

    Support for small businesses: Following a strong campaign from the Federation of Small Businesses (FSB) the Chancellor announced a welcome clamp down on larger businesses making late payments to suppliers.

    The full expensing of capital spending – enabling companies to offset 100% of qualifying spend against profits – has been made permanent, lowering corporate tax bills. This is a welcome move for businesses designed to promote investment. Qualifying spend includes ‘plant and machinery’ such as computers, office equipment, commercial vehicles and some fixtures. Further detail is available here.

    For the self-employed, class 2 National Insurance has been abolished while retaining state pension rights, and class 4 National Insurance has been cut from 9% to 8%.

    A new and simplified Research and Development Tax Relief will be created, and further investment allocated to innovation centres across the UK, aimed at driving innovation in the UK.

    The Chancellor announced 110 growth measures including in relation to skills, planning and the freezing of business rates and the small business multiplier, as well as a continued rates discount for retail, hospitality and leisure. As these areas are largely developed many of the growth measures will apply to England only.

    Northern Ireland: As well as not benefiting from many of the Chancellor’s growth measures, it was confirmed this week that Northern Ireland will not benefit from Levelling Up funding and – while Northern Ireland will get total additional funding of £185 million this year and next as a result of the Autumn Statement – it is unclear how much of this will go towards repaying last year’s budgetary overspend of almost £300 million. Treasury figures suggest the Stormont Departmental Budget will be unchanged in cash terms next year – meaning a real term cut – while the Capital Budget will fall in cash terms. This will put further pressure on public services that are already stretched to breaking point, with Stormont on course for a £450 million overspend this year.

    What wasn’t announced:

    Cost of living support: There were no new measures announced to extend support for households and businesses with the cost of living.

    VAT: The rate of VAT remains untouched.

    ISAs: Changes to ISAs are detailed in the documents accompanying the Chancellor’s speech however there was no increase in the ISA allowance.

    Inheritance Tax: No changes were announced to Inheritance Tax.

    Targeted action on childcare: While the Chancellor’s speech suggested childcare had been done and dusted at the Budget in April 2023, this fails to reflect the reality in Northern Ireland where a lack of investment in childcare, and rising costs, are hampering the sustainability of the sector and – critically – the ability of parents to enter and progress in the workforce. As called for by the Northern Ireland Chamber – working with members and key stakeholders across the business and childcare sectors – the Chancellor had an opportunity to reform the UK-wide Tax-Free Childcare support scheme as well as build on the existing workplace nursery model. Failing to do so is an opportunity missed to drive productivity, innovation and business growth.

    Commenting on today’s Autumn Statement, CARD Group Research & Insight Chief Executive Albert Hamilton said: “While there were welcome measures announced by the Chancellor to drive business growth and investment today’s Statement was a mixed bag. Many families and small businesses will continue to feel significant pressure on their budgets and, in Northern Ireland, the continuing absence of an Executive means we are not feeling the benefit of initiatives such as levelling up funding and regional investment zones. While small businesses in England will benefit from measures such as a freeze in small business rates, their counterparts in Northern Ireland must not be left behind.”

    For more information, you can find the full supporting documents for the Autumn Statement 2023 here.

  8. Social research agency: Data-driven evidence for charity funding applications.

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    Social research agency partnerships are key to ensuring your funding applications are evidence-based; a key requirement in an ever more competitive funding environment.  They can help you tell a compelling story and clearly demonstrate funding need and impact.

    Winning funding applications: The social research advantage

    In an increasingly competitive funding environment, securing financial support for your charity demands more than just heartfelt appeals. It calls for robust evidence and meaningful narratives. This is where market research, delivered in partnership with an experienced social research agency, steps in.

    How market research can improve grant applications

    Charities improve their chances of success in the highly competitive landscape of grant applications through the strategic use of market research and social research.

    Charities operate in a dynamic environment where resources are limited, and the need for financial support is ever-present. Navigating this challenge requires a deep understanding of your stakeholders and their needs.

    Market and social research insights strengthen grant applications by:

    • Evidencing need
    • Showing engagement with stakeholders
    • Demonstrating the impact of previous initiatives.

     This can be key to improving your chances of securing the support you need.

    Craft evidence-based funding applications

    A social research agency can provide the data and evidence needed to craft proposals that are not just emotionally compelling but also grounded in facts and figures. And critically,  when partnering with a social research agency, you can provide funders with assurance that evidence has been gathered independently thus offering the highest level of robustness and integrity.

    Tell a compelling story

    A charity’s story is a powerful tool in winning over funders. Evidence provided by a social research agency helps you to craft narratives that resonate deeply with your target audience – whether that is a funding body, an organisation tendering for services or a member of the public.

    Measure Impact

    Funders want to know that their support will make a genuine difference. Market and social research helps you set clear, measurable goals and outcomes for your projects – together with mechanisms for monitoring impact over time – assuring funders that their investment will yield meaningful, measurable results.

    Enhance Accountability

    Once you secure funding, market research continues to play a vital role. It enables you to monitor and evaluate the progress and impact of your projects, ensuring transparency and accountability to your stakeholders.

    A Brighter Future in partnership with a social research agency

    To find out more about how your charity can benefit from enlisting the help of our social market research agency, get in touch with our Director of Corporate Services, Aoife Hamilton.

  9. Social research: for charities navigating funding cuts.

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    Social research has become more important than ever for charities hit by funding cuts and trying to do more with less. Charity CEOs and senior managers who are developing strategic plans for income generation – incorporating fundraising, grant applications and earned income – are under increasing pressure as competition for funds increases.

    The Power of Market and Social Research in informing strategic planning

    Strategic planning is key for successful charity leaders to set a clear course of action and ensure the most efficient allocation of resources to deliver maximum impact.  The best strategic planning is informed by evidence.

    This is where market and social research emerge as invaluable assets. Through leveraging the insights gained from social and market research, charities and social enterprises can make better informed, data-driven decisions enabling them to make a positive change for individuals and society. 

    Understanding your donors, beneficiaries and stakeholders

    Social research helps charities and social enterprises to engage with stakeholders and gain a deep understanding of the needs, preferences, and expectations of donors, beneficiaries, and partners. It will support you:

    Navigate the Landscape: Research keeps organisations attuned to the wider economic and political environment. It helps in identifying emerging trends, challenges, and opportunities – and understanding how these are viewed by your stakeholders.

    Maximise Impact: With resources limited, how they are allocated is critical. Market research helps to identify how you can target programmes and initiatives to deliver the greatest impact and incorporate learning to make improvements going forward. It is also key in measuring that impact and helping to communicate it to stakeholders.

    Secure sustainable funding: As funding becomes more limited, competition increases for grants, contracts, sponsorships, and donations. Market research offers insights into donor behaviour and provides the evidence base for successful funding applications – enabling you to optimise your fundraising and income generation efforts.

    Market and social research during times of uncertainty

    In times of uncertainty, strategic planning isn’t a luxury; it’s a necessity. Integrating social and market research into your strategic planning equips you with the insights required to support the resilience and sustainability of your organisation. Adopting an evidence-based, data-driven approach is key to enabling charities and social enterprises to thrive despite funding cuts, political turbulence, and economic challenges – also critically, to deliver much-needed support to their beneficiaries.

    Many charitable organisations in Northern Ireland are already using research to help them navigate these turbulent times. Joining them and using an evidence-based, data-driven approach is an important step in reinforcing your organisation’s financial sustainability and resilience and ensuring you continue to create a meaningful impact.

    If you would like to find out more about how our services can help you, please email Corporate Services Director, Aoife Hamilton.

  10. Our Reasons for becoming a Living Wage employer

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    CARD Group Research & Insight is a leading market and social research agency based in Belfast working globally with clients across the private, public and third sectors.

    Established in 2003, the company has always been committed to maximising our positive social impact. Annually, we allocate 4% of pre-tax profits to charity either through donations, reduced rates for services or pro bono work and staff are encouraged to volunteer within their local community through paid time off work.

    At the heart of our business is our team – from our operational staff and data analysts to our fieldwork interviewers. Each is critical to our success and each is valued for the unique contribution they make.

    Why CARD Group Research & Insight decided to accredit as a Living Wage Employer

    A key part of valuing our team means ensuring every member is rewarded with fair pay for fair work. We were already paying staff at least the real Living Wage but wanted to take the next step and make a public commitment to the Living Wage campaign, securing accreditation in 2023.

    We are currently the only market research company in Northern Ireland to have done so. There were three main drivers behind our decision:

    • Benefits for our staff: Supporting the wellbeing of all our employees, and reducing financial stress, by ensuring they have a wage that meets their needs.
    • Benefits for our business: Enhancing our reputation, improving our recruitment prospects and helping to maintain high levels of staff motivation and productivity across our talented team.
    • Benefits for society: Promoting change across society by encouraging more companies to pay the Living Wage, helping to ensure everyone is treated with dignity and respect at work.

    The process for accrediting was very straightforward, particularly as we were already paying staff at least the real Living Wage. We completed an online application form, and benefited from a lot of useful information on the Living Wage Foundation website.

    The CARD Group Research & Insight team with Mary McManus
    The CARD Group Research & Insight team with Mary McManus, Living Wage for East Belfast Campaign (centre)

    Wider workplace developments alongside our Living Wage accreditation

    CARD Group Research & Insight was already a life-friendly employer. Staff can benefit from fully flexible working arrangements that meet their wider needs and interests from day one. Whether working from home, scheduling their working hours around sessions at the gym or taking time out to volunteer – staff are supported to do so.

    But we knew there was more we could do. Alongside securing our Living Wage accreditation we have embarked on a company-wide journey to embed health and wellbeing initiatives more fully into our day-to-day activities. We are developing a 3-year workplace health and wellbeing plan as part of the Work Well, Live Well initiative, accessing training for staff to become Health Champions and will be signing up to the Mental Health Charter workplace commitments.

    We are also focusing more on our wider commitments to social value. We are incorporating social enterprises into our supply chain and working with a local charity to offer targeted work placements. We are also exploring opportunities for meaningful research to advance and champion the vital role of social enterprises within Northern Ireland.

    Benefits of accreditation

    CARD Group Research & Insight Chief Executive, Albert Hamilton said: “There are so many benefits to becoming a Living Wage employer. While we were already paying staff the real Living Wage, it was still a proud moment for our whole team when we received our formal accreditation. It reflects our ethos as an ethical company and an employer of choice where all staff can – rightly – expect to be treated with dignity and with respect. Looking ahead, we will be able to use our accreditation to enhance our recruitment processes and in business development, helping us to secure Government contracts and work with other socially minded enterprises.


    “Through our accreditation we are also delighted to have connected with others working to promote payment of the Living Wage across Northern Ireland. Mary McManus, who is co-ordinating the Living Wage for East Belfast Campaign, is a powerful advocate for Living Wage accreditation. She clearly articulates not only the benefits for individuals and for businesses, but the wider societal and economic impact, including healthier and more vibrant communities. We were delighted to welcome Mary to CARD Group Research & Insight and are looking forward to working with her and the East Belfast Living Wage Action Group to promote accreditation.”

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