Guidedogs for the Blind

Guidedogs for the Blind needed to re-position themselves in a crowded market, in order to maximise donation opportunities.

The Challenge

The charity was perceived as a mere service provider (even amongst service providers themselves) eg: training dogs. There was also a general misperception that the charity received significant funds from the government, and therefore didn’t need any further help.

Our work

The team ran psychological insight groups with 3 types of donors to understand how their perceptions of and attitudes towards the charity differed.

Emotional journey maps were completed by each donor segment to understand the emotional experiences that people have when donating to a charity. Here we assessed the needs and values around charitable interaction and the psychological hierarchy of deserved charity brands. Moreover, we tested and compared the charity non consciously with competitors to understand it’s perceived psychological place on the market.

Insights found during the qualitative stage where validated on a larger scale, using the online Emotix © non conscious engine.


Guidedogs for the Blind based their new advertisement campaign on our findings and developed a new strategy to communicate business and avoid excluding any potential stakeholders.

The Emotix research carried out by Innovationbubble has unearthed valuable insight into audience behaviour for Guide Dogs, revealing attitudes and reactions we had not discovered using more traditional research methods.

- Louise Robertshaw, Head of Communications and Campaigns