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Menu
  • Home
  • What we do
    • Qualitative Research
      • FOCUS GROUPS
      • DEPTH INTERVIEWS
      • Brand Development Qual
      • Online Communities
      • COCREATION QUAL
      • ETHNOGRAPHY
      • SHOPPER RESEARCH
      • USER EXPERIENCE (UX)
      • CUSTOMER JOURNEY MAPPING
    • Quantitative Research
      • Brand Health and Tracking
      • Usage and Attitude Studies
      • Segmentation
      • Concept Testing
      • Market Sizing
      • DATA ANALYTICS AND INSIGHTS
      • Crowdsourcing
      • Customer Experience
      • Conjoint Studies
    • Consultancy
      • BRAND DEVELOPMENT
      • BRAND WORKSHOPS
      • Concept Crafting and Writing
      • Buyer Persona Development
      • Workshop Facilitation
      • Scenario Planning
    • Innovation Services
      • Validating Innovation Workshops
      • Semiotics
    • Industry
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        • B2B Market Research Agency
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The ABC Bushfire Impact Research

A Case Study with Australian Broadcasting Corporation
The Context icon

The Context

For the majority of Australians, the ABC was the primary broadcast source of information during the bushfire crisis. Trust in the ABC as an information source was very high and the ABC continuing to provide high-quality, relevant, and timely information is key to maintaining trust in the ABC. The ABC’s role in providing a rolling source of information during the bushfire crisis was reported to be crucial in allowing people to be informed, aware of danger, making plans, and evacuating.

The Challenge icon

The Challenge

Help the general Australian population make sense of the 2019-20 bushfire season; understand the scale, root causes and aftermath, by sharing news and information about the bushfire season as it happened

The Journey icon

The Journey

National Survey: A 15-minute quantitative survey was conducted among a nationally representative sample of Australia’s adults. An additional quantitative survey was conducted in parallel among Australians living in postcodes affected by the bushfires during December 2019/January 2020

The Results icon

The Results

The research highlighted the importance of raising awareness of the ABC’s emergency broadcast channels and digital services and the need for improved information on radio frequencies to enable people to source ABC Local Radio as it provides the most up to date and reliable information.

Australians turn to the ABC during bushfires crisis

How can you get these results?

We’d would love to discuss how. Enter your details and one of our friendly team members will get back to you.

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Working with the Ruby Cha Cha team on some of our recent innovation projects has been a pleasure. A key value add the team bring to the innovation process for us is in the way they do the ‘hard yards’ of mining existing information and research for category trends prior to any workshop. This allows subsequent workshops to be much more focused and helps bring all attendees quickly up to speed with what’s going on in any category. For the workshop itself the focus on consumer first is key for us in creating innovation that truly speaks to consumer needs. I would recommend Ellen and her team as a key contact to kick off any innovation process.

Phil Crespin
– Sanofi
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Excellent, thoughtful and well-presented insight from this boutique, Sydney research agency. Extensive experience of consumers and categories. An engaging, accessible and super-smart team. Highly recommended.

Rob Grant
– Campari
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Over a number of years in partnering with Ruby Cha Cha across a couple of different industries and channels, I have found Ruby to be highly experienced, knowledgeable across a multitude of disciplines, flexible to working within small and medium budgets, and incredibly service-oriented.

I have always found Ellen and her team to be genuinely interested and enthusiastic in my projects and able to deliver a customised approach to the briefs. I consider Ruby to be one of the leading agencies in the field of market research and they continue to be my go-to experts for all things market research.

Julie Ahern
– Toby’s Estate
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Ruby Cha Cha is an innovative and highly collaborative agency that customised their approach based on our needs & budget. They challenge the status quo & exceeded our expectations at every turn.

Brigitte Slattery
– NBC Universal Media
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We consider the team at Ruby like an extension of our own. They understand consumers so well and are real experts in delivering insights and understanding not just consumer verbatims
We can always rely on the Ruby team for strong strategic thinking, fresh thinking in research approaches and high quality debrief material. I would really recommend working with the Ruby business if you want to unlock fresh consumer understanding …and of course they are also a lot of fun!

Rebecca Miller
– Sanofi
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Ruby Cha Cha has enabled us to reach and inform residents who rarely have a voice in decision making … Ruby has explored the challenges posed by rapid growth and constrained budgets and the implications that these realties ultimately have on the customer experience. The Community Stakeholder work was instrumental in better decision making for the council. Their ability to connect with audiences from residents, through to businesses, senior stakeholders and the Councillors was extraordinary.

David Ackroyd
– Sutherland Shire Council
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Ruby Cha Cha conducted research with our members in order to help us develop strategic solutions to drive our union into the future. The team used innovative techniques to help us truly understand our members and the way they view their profession and our organisation. Ruby Cha Cha’s research identified some important opportunities for us to improve our positioning and we are now taking some important and informed next steps to ensure we are well placed to continue to represent our members well into the future.

Amanda Newman
– Queensland Nurses’ Union
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Professionalism, Quality, Responsiveness, Value. Had a fantastic experience conducting focus groups with Ruby Cha Cha. They worked quickly and efficiently to recruit participants on our short timeline. Ellen was an A+ moderator for our groups and ensured quality participation from all. Will absolutely work with them again!

Jeanne St Peter
– Afterpay
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I have worked with Ruby Cha Cha for over a decade. I always find that they work hard to get to the nub of the issues and come up with insightful actionable outputs. They think outside of the box and design innovative approaches and they bring stakeholders along on the research journey, instilling confidence and understanding. A recent study on Bushfires that they conducted highlighted their flexibility and ability to refocus in light of challenging circumstances. The resulting report was to the usual exceptional standard and was part of a submission to a Royal Commission. I would recommend Ruby Cha Cha to anyone who is seeking rigorous research that produces actionable outcomes.

Robert Barnfield
– Australian Broadcasting Commission (ABC)
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From a design company’s perspective, Ruby Cha Cha’s report is a refreshingly clear and ‘visual’ document. Over the years I’ve seen lots of good research reports that are strong on intellectual rigour and insights but short on the sort of reference to help everyone share the same interpretation of the results. The visual approach in this report is a great benchmark setting and team alignment way to present the results. And speaking from a design perspective, makes interpreting how the results might influence the way the brand looks, feels and behaves, much easier.

Tony Jacob
– Carpe Diem Design
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Ruby Cha Cha love a challenge! We have had some tricky business issues and Ruby Cha Cha stepped up to the plate to partner us with innovative solutions. They have a unique blend of curiosity, courage, creative and critical thinking together with being great communicators. They applied these skills and their experience to our business problem to generate a creative research solution which delivered actionable business outcomes.

Barbara Edwards
– Campbell Arnott’s
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Ellen Baron and the Ruby Cha Cha team have worked with me and my team to redefine and reposition the WIMR brand. I have thoroughly enjoyed working with Ellen – her approach is highly professional, engaging, intelligent and collaborative. As a marketing professional and having operated my own consultancy, at the outset I wanted to be sure that the rigour and strategic approach to the project would be exemplary, and would deliver great results. Ellen has gone above and beyond in working with us, navigating a complex organisation and diverse stakeholders. Ellen is focussed, pragmatic, highly experienced and she brings a sense of humour and fresh, dynamic perspective. Ellen is passionate about her work – she truly invests and cares about her work and her clients. I am delighted with the strategic outcomes, and I know we will continue to collaborate on projects into the future. Thank you Ellen for your considered, strategic and insightful approach.

Katrina Dowling
– Westmead Institute of Medical Research
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  • Who we are
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  • Our Projects
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