To ensure that our campaigns were credible and trustworthy, we aimed to develop two data-driven campaigns where we gathered information through comprehensive Freedom of Information (FOI) requests.
This approach would allow us to gain a vast wealth of data that we could clean, sort, and analyse, later using it to build out the campaigns and map various angles for press outreach.
Revealing the extent of the backlog and predicting when it will end
For this campaign, we submitted FOI requests to:
- Establish all tests booked in 2024 as of January.
- Determine the gross demand for tests in 2023.
These requests allowed us to estimate test demand. We also used external data on tests to establish the average testing capacity across the UK, providing us with the maximum number of tests that could be carried out.
Following our analysis, our findings revealed that demand exceeds capacity, indicating a continuous backlog unless systemic changes occur.
This provided Marmalade with a clear news angle and campaign point, backed by data, to advocate for positive changes for customers. We calculated how much demand exceeded capacity and the number of learners competing for tests.
View the article here
Uncover whether the distance learners were travelling for driving tests had changed due to the backlog
This was a follow-on campaign which analysed data on tests conducted by location. This required extensive data collection, submitting multiple FOIs to the Driver and Vehicle Standards Agency (DVSA) asking for data on distances travelled for driving tests across the UK.
Once we received the data from the DVSA, we collected longitude and latitude coordinates for all anonymised postcodes. These coordinates allowed us to calculate the “as the crow flies” distances between test centres and learners’ addresses.
From analysing this data for national and regional trends over time, we reported on year-on-year changes and forecasted future distances if no changes were made.
To best leverage the values of E-E-A-T we interviewed an experienced driving instructor, to gain insights and advice for learners, adding real-life context to our findings. We also highlighted a case study of a learner who travelled over 400 miles for a test, supporting our outreach efforts and enriching the campaign.
In both campaigns, we combined comprehensive data with real-life case studies and expert opinions. This made the stories newsworthy as they centred on human interest, addressing issues affecting thousands of people and providing valuable insights.
View the article here
