• Showcasing client case studies and examples of how our research has positively impacted their businesses to deliver better products and services
• Jo Cliff will 'Challenge Cool' and 'Talk Real', looking at the use of ethnography when researching kids and families
• Providing details of techniques and approaches specifically for this audience
• Giving the audience REAL insights in a unique and FUN venue - aboard the Sunborn London Deluxe yacht hotel located on the waterfront of the Royal Victoria Dock

TUESDAY 8TH MARCH 2016
10.00am - 1.00pm

#GetonboardwithPlatypus

RSVP general@platypusresearch.com

The poverty is a broad umbrella term.

Granted, ‘poverty’ is a broad umbrella term that obviously encompasses many complex facets, but it is perhaps the lack of a basic human needs such as shelter & food, that is the most unsettling.

More than one in five of our U.K. population (22%) are in poverty*

This means there are 14.3 million people whose options are restricted by their circumstances. (*SOURCE: UK Poverty 2018 - Joseph Rowntree Foundation)

• 2 million are working-age adults
• 1 million are children
• 9 million are pensioners

It is important that we question and challenge the stereotypes, as poverty can affect anybody, i.e. 8 million people are living in poverty in families where at least one person is in work.

The wider impact of child poverty…

So just where is our society going wrong? How can a modern, developed country such as ours be so badly letting down those who need help the most?
Having a job and being employed is no longer a guarantee to living ‘comfortably’ and a route out of poverty.

The number of working families in poverty is growing more rapidly than any time in the past 20 years*. Wages aren’t keeping up with the rising cost of living, benefits are being cut and the well-documented issues with Universal

(*SOURCE: UK Poverty 2018 - Joseph Rowntree Foundation)

A recent study by the National Education

Union found:

• 46% of teachers confirm that holiday hunger has got worse compared to three years ago.
• 63% of respondents say that more families are unable to afford adequate winter clothes or shoes compared to three years ago
• 46% of teachers believe that there are more housing issues (poor quality, insecure, overcrowded or temporary accommodation) compared to three years ago.
• 40% of respondents say schools are having to provide extra items for children and young people and their families because of increased poverty.

(Source: NEU Survey with 1,026 teachers – Dec 2018)

It is essential that we don’t just discount our changing society as sadly endemic of the U.K. at the moment, we need to think of it as the crisis, that it truly is.

How research can make a difference…

Historically, many brands and service providers have been guilty of only targeting those with money to spend, but with greater numbers than ever before living in poverty and with this set to continue, this diverse multi-faceted group of society must be better understood. Whilst their purchasing often reflects that of many others in the U.K., their decision making and choices will be influenced by different core motivations.

Many are already working hard to make a difference in their local communities:

The Greggs Foundation – Now support over 500 breakfast clubs to help ensure children are getting some breakfast before attending school

Street Games – ‘Fit and Fed campaign’ offers fun physical activities and nutritious, healthy meals to some of society’s most vulnerable young people.

‘Fit and Fed’ sessions – Which are designed around groups of 20 participants, each of whom can expect to enjoy around 4 hours of daily games and activities, alongside a healthy meal.

(Source: https://www.streetgames.org/fi...)

We pride ourselves on ensuring our research gives a representative voice to ALL members of society

At Platypus we pride ourselves on ensuring our research gives a representative voice to ALL members of society and crucially helps brands & services to better understand their decisions.

How we recruit, and the research approaches we use are central to ensuring successful feedback and crucially making respondents feel at ease throughout the research project.

By taking the research ‘to respondents’ we are immediately being part of their world and breaking down barriers to gain honest, real life responses. Whether that be through face-to-face or digital ethnography or running research sessions in ‘known’ and ‘safe’ environments, we ensure the tone of voice and language we use reflects who we are researching.