Research
Research is a key component of most Word Association marketing activities. In fact without it we couldn’t be sure if our campaigns were working.
In marketing strategy, research provides us with information about the image and awareness of clients, their services and products at various stages in a campaign. With publications and websites we carry out frequent surveys to find out readership levels and to make sure we are meeting our readers’ needs.
In media relations we use surveys to help generate coverage and use top databases to ensure our releases are targeted correctly. With events we get feedback from delegates to help us select the best speakers, venues and make course content as relevant as possible.
This research can be part of another service or a separate activity. We use a wide range of creative techniques to gain both qualitative and quantitative information. Residents’ satisfaction and status surveys are carried out, along with innovative readers’ surveys which can gain feedback on publications in a number of ways including focus groups.
We often asked to carry out research activities because our communication skills make us better able to get the best response. One recent example is a survey designed to gather information about residents’ circumstances to enable a housing association to secure charitable status. A response rate of 80 per cent was required by the association and an even higher rate was actually achieved.
Recent surveys carried out include:
- Corporate image
- Client awareness
- Reader satisfaction
- Status and customer satisfaction
- Charitable status
- PR ‘opinion’ surveys
More information is available about our research service.
