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Market Research for Public Relations and Communications

This presentation outline discusses various market research tools for public relations and communications, including qualitative and quantitative methods. It highlights the importance of using market research to make informed decisions, allocate resources effectively, and address the challenges of an increasingly cluttered stage. The presentation also explores the application of market research in healthcare communications and provides guidance on creating a case for research.

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Market Research for Public Relations and Communications

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  1. February 2012 Market Research for Public Relations and Communications

  2. Presentation Outline • Research tools • Qualitative tools (depth interviews, focus groups, etc.) • Quantitative tools (web, telephone, on-site, etc) • Application of market research in healthcare communications • How to create case for research

  3. Use of Market Research Expanding… • Provides the knowledge to make informed decisions and eliminates “guesswork” • Ensures resources are spent in the right direction • Increasingly cluttered stage • Increasing awareness that silent majority not being heard

  4. R A C E R Research existing attitudes, knowledge A Assessment/Action C Communicate E Evaluate

  5. Qualitative Research Tools • Exploratory exercise • Reveals range of opinions, language • Initial message testing • Provides useful direction for questionnaire design • But not projectable to population

  6. Qualitative Research Tools Focus Groups (In-person, On-Line) • Recruit 8-10 individuals according to pre-specified criteria • Provide incentive fees of $60-$75 • Special facilities with audio/video recording equipment, video streaming, client observation room 6

  7. Qualitative Research Tools In-depth Interviews • Useful for interviewing key stakeholders/senior managers • In-person or by telephone • Valuable tool to obtain ‘buy-in’ from several levels of organization • Ethnographic: • Real-time research 7

  8. Quantitative Research Tools • Telephone Surveys: • Allows use of random sampling techniques difficult with other methodologies • Interviewer administered (quality of response) • Language translation/assistance • Disadvantages: • Cost • Cannot test visuals

  9. Quantitative Research Tools • Internet Surveys: • Fast turnaround • Lower cost (20% to 30% less than telephone) • Include graphics, audio/visuals • Ideal for sensitive topics • Disadvantages: • Potential response bias due to self selection • Under-represents ethnic populations • Panel samples not randomly selected, should not quote tolerance limits 9

  10. Quantitative Research Tools • On-site/One-on-One: • Interviewer administered • Alternative to focus groups –provides one-on-one interviews without group influence • Disadvantages: • results not strictly projectable to population as random sampling techniques not employed 10

  11. Quantitative Research Tools • Mail Surveys: • inexpensive • suffer from low response rates and non-response bias (unless sponsor identified) • Media Pop-up Polls: • Bias in response to those who have a strong opinion • IVR (Interactive Voice Response) • Poor sampling

  12. Quantitative Research Tools • Social Media: • Regular monitoring and analysis of Media, Twitter, Facebook, blogs • Free and low cost tools • Not necessarily representative of audience 12

  13. Public Health Campaign Tracking Pre-campaign • Determine behaviour, knowledge and attitudes • Test communications/executions • Establish benchmark measure of awareness/ behaviour/attitudes Post-campaign • Measure ROI • Awareness • Determine most effective sources/media • Impact on behaviour

  14. Public Health Policy Issues • Determine what stakeholder groups know • What are misunderstandings or misperceptions • What language do stakeholders use • What vehicles to use to deliver message • Opinions on proposed policies/issues • Message testing: test what messages are clear, compelling and credible

  15. Crisis Communications • What is understanding of issue? • What information is needed to allay concerns and/or instill corrective behaviour? • Determine the most effective communication vehicles • Determine the most effective spokesperson (who to trust) • Track opinions of organization response • Test reaction to potential solutions

  16. Donor Research • Knowledge and perceptions of organization • Donor profiling (demographic, lifestyle, media) • Compelling messages to encourage support • Branding

  17. Corporate Communications Tracking • Awareness and knowledge about services/facilities • Perceptions (e.g., quality of care) • Most effective way to communicate about programs, services and initiatives

  18. Membership/Employee Research • Workplace issues and satisfaction • Measure support for management initiatives • Effectiveness of communications

  19. Health Outcomes Research • Baseline of current behaviours, lifestyle, health • Identify needs • Re-measure after changes to determine impact

  20. How to Create Case for Research • RACE • Consider cost of research against expenditure/resources used to create and execute communication plan • Show case studies, examples of research based communications • Involve senior management in process (e.g. focus groups) • Start small

  21. Thanks. Any questions? Evi Mustel 604-742-2240 emustel@mustelgroup.com

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