Client Results / Social Causes / Tātaki Auckland Unlimited Case Study
Turning period poverty research into a World Cup legacy
Project Type
Research and partnership strategy
Client
Tātaki Auckland Unlimited
The Challenge
Tātaki Auckland Unlimited were seeking market research guidance for the ongoing development of the Tāmaki Makaurau Schools Programme and their upcoming Youth Symposium.
They wanted to understand how young Aucklanders think and feel about menstrual health and period poverty, and how these issues might affect their participation in sport, particularly with the FIFA Women’s World Cup putting a global spotlight on women’s sport.
The Solution
Honoco designed a three-part research programme to help shape the initiative:
Quantitative research
Using the Honoco Research Programme, we added a tailored Tātaki Auckland Unlimited module focused on social cause engagement, including sustainability education, menstrual health, and local environmental initiatives.
We profiled young Aucklanders to map demographic patterns, interests, and engagement levels, ensuring the sample accurately reflected the city’s diverse youth population.
These insights shaped the design of the next research phase and ensured the findings would be robust and representative.
Qualitative market testing
We built a two-step qualitative approach, starting with a week-long online research community, followed by in-person focus groups.
Honoco handled participant recruitment, ethics and consent, and developed custom discussion exercises suited to digital-native teens.
The online community used open forums, private journals, and interactive polls to capture authentic perspectives, while the in-person sessions let us dive deeper into specific themes and barriers identified earlier.
Partnership strategy
To translate audience insight into practical value, Honoco developed a partnership framework backed by independent valuations.
We identified brand categories with aligned values and created propositions to help Tātaki Auckland Unlimited build partnerships that balance community, brand, and commercial outcomes.
The Outcome
The project gave Tātaki Auckland Unlimited a clear, evidence-based engagement plan for the Schools Programme and Youth Symposium, which contributed to New Zealand’s Women’s World Cup legacy
With new audience insights, an ethical and inclusive research model, and a strategic partnership roadmap, they’re now better equipped to design programmes that connect deeply with young Aucklanders.