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.
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.
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.