Squarespace: Entrepreneurship
UK specific entrepreneurial cultural insights to base their 1st ever UK campaign on
Task
Squarespace approached Platform13 with a challenge - what makes the UK’s entrepreneurs uniquely “UK”? What is different about doing business, whether a founder, a small business owner or a side hustler in the UK? And how could these unique characteristics be tapped into for an upcoming brand campaign.
Approach
To directly engage with the target, entrepreneurial audience across the UK - we devised a tactical qualitative approach, blending audiovisual tasks, two in depth surveys and deeper 121 interviews with 50+ individuals, all at different stages of their business journey.
Output
A deep report for Squarespace focusing on UK business characteristics and cultural insights, a landscape overview of how this audience interacts with different communities and a summary of how the idea of ‘entrepreneurship’ is perceived in the UK to inform their first UK brand campaign.