Hammersmith and Fulham Action on Disability (Hafad) has commissioned communications charity Media Trust to carry out a market research project designed to increase its scope in west London.

The six-month scheme revolves around identifying new ‘spot-purchasing opportunities’ – chances for Hafad to provide tailored solutions to individuals who need specific help. This could range from recognising ‘self-funders’ who are willing and able to pay for their own support but need guidance, to helping the charity to reach a new target audience of the over 60’s. 

Hafad is focusing on improving its provision to existing service users by evaluating its current service provision, but will also be using the project as a platform to find potential new users. Additionally, the charity will be testing its local awareness and brand perception in the boroughs of Hammersmith & Fulham, Kensington & Chelsea and Westminster.

Hafad is using £20,000 from the Transition Fund and is half way through the endeavour, having completed three months of research and preparation, and will soon embark on a further three months of implementation.

Threat into opportunity

A Hafad spokeswoman told civilsociety.co.uk that the market research project was conceived from a combination of needing to adapt to the current funding climate in the voluntary sector and the desire to communicate with the charity’s audience more efficiently.

“Because of how the sector is changing, we are being forced into the tendering process and relying on contracts – which can seem like a threat,” the spokeswoman said. “But with this project, we have decided to take the initiative and turn a potential threat into an opportunity.

“We are giving ourselves the means to be able to talk to our people directly, instead of through the usual political and social care kind of language, which can alienate service users.” 

The project is coinciding with the launch of Hafad’s new market research survey – which can be accessed on its website with a view to being filled in online or via a phone interview – which is inviting west London’s disabled people to comment on their experiences with the charity and with service providers in general.