What makes people tick? | Psychology of communications conference | 28 June 2018
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Pat Dade, founding director, Cultural Dynamics Strategy and Marketing Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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What makes people tick? | Psychology of communications conference | 28 June 2018
- 1. The Three Worlds Of Pioneers, Prospectors and Settlers “What Makes People Tick” © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 2. • Cultural Dynamics data is based on over 50 years of international research and over 40 years of British research.2016 Euro-Values survey measured over 900 scales on over 10,000 representative adult (15-85) in 5 countries a shorter version completed in 26 countries (2012 – 2015). There are 216 Core Values Questions, 108 Attributes. • There are 31 VOCS • There are 21 SIMS • There are 12 Values Modes • There are 7 Social Value Groups • There are 10 Values Portraits • There are 3 Maslow Groups © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 3. Air Food Water, Sex Pioneers Prospectors Settlers © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 4. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 5. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 6. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy Group Morality Pragmatic Individualistic Personal Ethics © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 7. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 8. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 9. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy © Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk © Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk © Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk © Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 10. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy W E C O N T I N U U M M E C O N T I N U U M © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 11. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 12. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 13. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 14. Ex-Services Charities Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Source: _BVS 2014.xlsm (CWSA) Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 Top 5 Indices National Pride Non-reflective National Security Whip Disciple C2 55+
- 15. Ex-Services Charities Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 Objective Reposition and Reframe The British Legion C2 55+
- 16. Overseas Aid Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 Top 5 Indices Poverty Aware Justice Green Intent Positive Green Global AB Skew Pioneer 173
- 17. Overseas Aid Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 Objective Expand Appeal To Wider Base AB Skew Pioneer 173
- 18. Environmental Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 Top 5 Indices Positive Green Green Intent Nature Aesthetics Creativity No Differences by Age, Class or Gender Pioneer 127
- 19. Environmental Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 Objective Make “Green” Sexy No Differences by Age, Class or Sex. Pioneer 127
- 20. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk .
- 21. Stay away from the boundaries. Push the boundaries from within. Explore beyond the boundaries (are they necessary?) Settler Prospector Pioneer Orientations to Change Survive Drive Thrive
- 22. 1. The Past 2.Keep the Same 3.Rational 4.Keep to the Facts 5.Group Identity - Conformity 6.Judgemental 7.Safety and Family 8.Keep It Simple © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 23. Children and Youth Self-efficacy Aspiration Busy Fun Wrong clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional family Control Reserved Adaptable No sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking good Pleasure Visible success Material wealth Power Healthy lifestyle Local Deference Overspend Speculate Visible ability Sensitive Good time Certainty Impulsive spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National security Insular Indulgent diet Rules Complacent Force Skeptical Irresolute Be satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional spender Bender Car casual Whip Afraid Shangri-la Stupid law Budget bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware ) Index ContoursIndexContours 190+ 180-190 170-180 160-170 150-160 140-150 130-140 120-130 110-120 100-110 90-100 80-90 70-80 60-70 50-60 <50 © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk The only sector out of 32 to over index Prospector
- 24. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk 1.The Future (and it just got harder) 2.Anyway the wind blows 3.Emotional Authenticity 4.Situational Responsibility 5.Just Do It 6.Self Enhancement 7.Power, Achievement, Stimulation 8.Personal Sound Bites
- 25. • Living in the Now with High Self Agency • Open to Change • Optimizing the Rational and Emotional • Personal Ethical Responsibility • Everything Connects • Individualistic • Tell Your Truth • Keep it Complex Stupid! © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 28. © Cultural DynamicsStrategy &Marketing Ltd., 2003-2017. Allrightsreserved. No part ofthisdocument may be copied, published or distributed inany medium without prior written consentfrom Cultural DynamicsStrategy & Marketing Limited. Email: mail@cultdyn.co.uk Have a Great Conference
- 29. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
- 30. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk