New figures from Sapio Research show that almost a third of charities have concerns about using original market research to build campaigns or inform strategy, suggesting that too many communications plans are built on intuition alone.
To help not-for-profits make more of data, the PRCA Charity & Not-for-Profit Group have announced an event to explore current trends in research.
The event will also debate how new developments in Artificial Intelligence (AI) could revolutionise campaigning, by predicting an audience response to a message before it lands.
The event will see Campaign Collective Associate Jane Hales from Sapio Research and Stu Youngs an AI pioneer from Texture debate how not-for-profits need to take another look at their use of research.
To register for the event, visit the PRCA website.
Featured image by Flickr/alansimpsonme