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The Prince's Trust

The Prince’s Trust is a charity founded in 1976 by Charles, Prince of Wales to help vulnerable young people get their lives on track. It is UK’s leading youth charity, having helped over 950,000 young people turn their lives around.

The Brief

The Prince’s Trust were in the process of developing their next 5-year strategy and needed to understand their audience better, in order to ensure that their strategy and programmes met the needs of young people.

“What are young people’s aspirations in life, education and work in the UK?

What is holding them back from achieving their aspirations?”


Our Solution

A national survey of 1,500 young people, along with in-home filmed ethnographic interviews with young people across the UK.

The Result

  •  An insight report, based on the quantitative data, which identified young peoples’ key concerns in the UK, and which uncovered new audience groups.
  • An insight report, based from the ethnographic interviews, which brought the audiences to life and clearly defined four opportunity areas.
  • Reports were accompanied by films from the ethnographic interviews, which effectively communicated our insights and brought the The Prince’s Trust closer to their audiences.
  • The reports were delivered in a face-to-face workshop, bringing together teams from different departments within the charity and engaging them in a rich discussion.

The Feedback

“Telltale aren’t a ‘normal’ market research agency. The brief was complicated and they worked really hard developing a proposal that fully met our requirements. This was a mix of quantitative, qualitative and think tank. They also provided us with a couple of delighters in the form of video summaries from the qualitative research.  These videos are very powerful and are a great way to engage a wider audience in The Prince’s Trust.

 Alexandra and her team are a joy to work with.  Nothing is too much trouble, and their working style is very collaborative and flexible. Our project was completed on time and on budget.  Their deliverables are to a very high standard and the findings are being used across the organisation from fundraising to operations. Appointing Telltale was a good decision and we will no doubt work with them again.” 

Richard Todman, Strategic Change Manager

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