Northstar Research Partners: The respondent reimagined

Noah Roychowdhury and Nichola Kent-Lemon

This article explains how the Association of Girl Guides and Girl Scouts (WAGGGS) trained its volunteers to execute research in growth markets.

Northstar Research Partners: The respondent reimagined

Noah Roychowdhury and Nichola Kent-LemonNorthstar Research Partners

Summary

Showcasing a study conducted for the World Association of Girl Guides and Girl Scouts (WAGGGS) to inform their global growth strategy, this paper demonstrates how international research can be made possible for not-for-profit organisations with tight budgets in hard-to-reach markets.

Northstar, in collaboration with the Department of Anthropology at the LSE, developed a methodology that re-examines the traditional role of the respondent as passive participant.

This paper explores how respondents, in this case WAGGGS volunteers, can be redeployed as dynamic 'agents', trained to recruit participants,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands