Do you know your content will resonate with your target audience?
Has your content been vetted by your target audience? Does your client know which messages have the greatest impact in increasing or reinforcing favorability or support?
Qualitative and quantitative research to test content
We bring decades of experience conducting qualitative and quantitative research including focus groups, surveys and one-on-one interviews to develop and test messages and content.
This runs the gamut from conducting initial, exploratory research to inform the development of creative to testing materials for clarity and impact prior to a campaign.
What it looks like in practice
Our full suite of tools includes:
- Traditional and online focus groups
- Online ad/content testing
- IN-Band content engagement testing
- Empath online ad testing
- One-on-one interviews with hard-to-reach stakeholder groups
Case study: ongoing reputation monitor for leading financial services firm
A leading financial services firm recognized the importance of reputation to managing a global firm and realized they had minimal corporate-level information. Reputation was managed in individual departments with minimal overlap of metrics and information sources.
We designed a global assessment to simplify the reputation management process and replace the complicated multimillion-dollar efforts that existed within individual departments.
Our continuous assessment of eight stakeholder groups focuses on personalized invitations and relationship building to increase response rates among difficult-to-survey top executives. The ongoing reputation monitor has continued for several years, providing the executive management team with trend data for decision making across all departments, and has informed expanded efforts in recruiting and alumni programs to establish channels and create consistent company messages for these elite audiences.