Client
Unite the Union
Services
Survey design, Creative production, Digital marketing, Report writing
Year
2022
For years, Unite the Union has had a presence in the British auto industry. However, at the Rolls-Royce Motor Cars plant in Chichester, West Sussex, Unite organisers had begun to recognise a need to incorporate a data-led, evidence-based understanding of how workers at the plant consumed media, both traditional and social, and how these habits impact worker ideologies and perceptions of their job, their union, and their country. The result was a highly-specialised intelligence brief prepared for Unite organisers and convenvors at the plant and beyond.
How we did it
This project saw the team at Jarrow dive headfirst into a highly-specific, relatively small workforce (less than 2,000 automotive workers are employed by RRMC) in a specialised industrial sector which employs, at one end, highly-skilled and generally older workers (less likely to openly engage with social media) and at the other, a precarious contractor workforce for which English is often a second language. The conditions of this project were therefore highly resistant to traditional forms of polling and market research analysis.
Impact
Unite organisers at the Chichester RRMC plant were able to use Jarrow’s prepared insight product to guide messaging and communications efforts as part of their 2022 campaign to re-invigorate the plant’s shop stewards network and lay the groundwork for re-negotiation of the RRMC workers’ contract with their employer BMW.
