Field Studies Council

Deepening engagement through behavioural insights & understanding

Field Studies Council

The Brief

The Field Studies Council is a charity with a clear mission: to improve people’s connection with nature.

They wanted to better understand their audience and identify opportunities to deepen engagement through social media with the ultimate objective of selling more Field Studies Guides in and around the topic of invertebrates.

How we helped

Building on some exploratory research from The Field Studies Council, we wanted to test the hypothesis that there are two distinct audiences:

a) a smaller audience of nature enthusiasts who actively engage in nature already

b) a larger audience of people who feel positively towards and are interested in nature but don’t actively engage.

We also wanted to see if this larger audience contained a subset of parents who engaged with nature differently as a consequence of their children.

Our focus was on understanding these audiences; the levels of desire to learn more, to engage more in nature activities, their behaviours in and around nature (including engagement and consumer behaviour related to nature).

We wanted to see what kind of social media messages caught their attention and engaged them, and to understand what propelled and influenced existing customers to buy the Field Studies Guides.

On a limted budget, we extracted as much value as possible for the client. We wanted to AB test some provisional messages in a social media context to identify optimal routes forward and enable us to provide messaging guidance to increase online engagement.


Within just 1 month of launching with new messaging (and a newly adopted practice of AB testing), the client saw a 4-fold increase in measurable engagement with their Facebook communications.

The new audience understanding has also led to the strategic approach of moving customers along the sales funnel, which supports the end goal of sales at the Field Studies Guides.


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During our forty years of doing what we love, we’ve developed brands for The Beatles and the NHS and looked after employees at BP and Heathrow, to name just a few.

When you work with us, our consultants, strategists, writers, designers and project managers become a part of your team.

We create trust and deliver exceptional results, taking your brand to new levels of success.

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