Due to the changing circumstances of the National Disability Insurance Scheme (NDIS), Carers ACT, Carers South Australia, Carers Victoria and Carers Tasmania sought to better understand their audience, the public perception of their brand and service delivery competence in order to evolve their model of operation to a user pays system.

Carers needed comprehensive user research and a strategic plan on how best to position their brand and service delivery models into the future. This included analysis and recommendations regarding the use of available digital technologies to support and deliver effective services for the Carers organisations, care recipients and their carers.

Qualitative research with carers and care recipients would need to be very sensitively and flexibly managed for a number of reasons. It included working with culturally and linguistically diverse (CALD), Indigenous and disabled respondents from all age groups. Many had complex health, socio-economic and mental health challenges. Given this research was undertaken in 2014, before NDIS test sites existed, there was also considerable confusion and fear surrounding the future of services available to them.


  • We undertook stakeholder and user research including surveys with existing clients, interviews and focus groups
  • We managed the design, delivery, analysis and reporting of national omnibus research to understand the broader market perception and knowledge of the brand and the services Carers provides.
  • We facilitated workshops with Carers’ executives and key stakeholders to create a five year strategic plan and a wide-ranging digital transformation program to support its implementation.
  • The plan was specifically designed to integrate with existing technology and evolve over time to meet the demands of operating in an NDIS environment.


OPF was highly regarded for the research report and five-year plan that resulted from this work.