PR Research and Evaluation
Market Research Services for PR Practitioners
August 2006
August 2006
PR Research and Evaluation
Why Use Market Research in PR?
In recent years PR agencies have realised that market research has a significant contribution to make to public relations practice. Benchmark Research has been delivering tailored research programmes in support of leading PR agencies across Europe since 1985. Research has a valuable role to play in support of PR campaigns and objectives including opinion polls which generate visibility, understanding market drivers to help generate PR concepts, evaluation of planned messages or collateral (such as websites or brochures), and the objective assessment of the effectiveness of PR campaigns. Benchmark Research can assist in all these research requirements.
How Benchmark Can Help
PR professionals often recognise the contribution that a high profile research survey can have on a wide-ranging PR campaign. But delivering the market research element of the campaign is not as easy as it sounds. Apart from the basic management tasks or organising and delivering the research to a tight deadline, there are difficult technical issues of designing the research so that it is robust and credible in the critical eyes of the journalist. Or, in the case of objective evaluation of communications messages or campaigns, the research must deliver accurate data and real insight. On a simple level, the research practitioner has a critical role of turning a broad set of objectives into insight, or potential headline-grabbing ideas into a rigorous survey design that ultimately secures coverage. Benchmark not only has the expertise to design the research programme, but to run the fieldwork programme, through its own telephone unit or via consumer panels.
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August 2006
PR Research and Evaluation
Our research services comprise: ● Research Planning – ensures the research focuses on the right issues and audience. It also has to be technically correct (with an appropriate number of interviews), practicable and consistent with the wider needs of the PR campaign. Sampling – identifying the best sample to fit the needs of the research, and then determining the best way of reaching the audience. Questionnaire design – we design the most appropriate questions to ensure the findings deliver headlines. We work flexibly, designing the questionnaire either from the brief, to mirror headline objectives, or refining draft questions prepared by the PR agency. Data Collection and fieldwork – from our in house, MRQSA-quality assured telephone centre, we conduct both domestic and international telephone research. Our online capabilities offer quick turnaround surveys, accessing European-wide consumer and business panels. Project Management - leave the finer, day-to-day, project management tasks to our researchers. We provide a single point of contact for regular progress reports, and the same person will run the entire project, ensuring consistency and quality of output. Data Analysis – detailed data tables are the standard outputs. We can also chart ‘topline’ results to cut through the data, and illuminate the most interesting potential headlines. If appropriate, we can conduct more sophisticated analysis techniques, such as key drivers and segmentation analysis to support more complex PR objectives. We can also present at press events, or meet with clients or journalists.
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Applying Market Research to Public Relations
Broadly market research to support PR activities fit into five categories of research exercise: ● ● ● ● ● Opinion Polls Market intelligence and research-driven PR White Paper research Leading Lights PR Evaluation programmes
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August 2006
PR Research and Evaluation
Opinion Polls
Opinion polls, whether they are conducted among the general public, or with discrete business audiences, are an excellent means of generating visibility. They frequently reveal interesting attitudes, perceptions or information which can be deployed to create media attention, which ultimately secures interest in a particular message, communication campaign or supports ongoing reinforcement of a brand. Consumer research is increasingly more accessible to PR practitioners with the development of consumer (online) panels, many of which have international coverage. The ability to design fit- for-purpose research is still a pre-requisite of effective research, and some panels are less representative than others, but in general, the arrival of consumer panels brings new opportunities to deliver simple surveys to consumer audiences quickly, and relatively inexpensively. While there is scope to run simple opinion polls to cover business issues using a consumer panel, in general business-to-business audiences are best researched through telephone research programmes. This is particularly important where difficult to reach respondents are concerned, or where complex screening/respondent eligibility criteria are necessary. As with any quantitative survey, a crucial consideration is the size of survey, and its coverage across international audiences. The opinion poll must be based on a sufficient number of interviews for it to be seen as credible, and, if run across countries, must be sensitive to the considerations of international and cultural differences.
Market Intelligence and Research-Driven PR
Opinion polls are typically narrowly focused, and often drive towards a defined range of predicted outcomes. The polls may reveal unintended or surprising results, but the parameters of the research is typically intended to close down a range of responses. By contrast, research can also be used to gain greater insight into market requirements, attitudes, perceptions or trends as a means of informing or shaping future PR ideas and concepts. This type of research-driven PR is more open ended or exploratory than opinion poll research. Similarly, research to understand or validate communications messages or materials (such as company or campaign related web sites) benefit from objective, open ended questioning.
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August 2006
PR Research and Evaluation
Objective, exploratory research can play a vital contribution to the development of ideas for subsequent PR activities, or the implementation of communications campaigns. By understanding audiences needs and behaviour, the PR practitioner is more likely to develop messages and campaigns which are more relevant, and ultimately, more successful. Understanding what messages are most likely to be well received is the key to successful communications, whatever communications channels are exploited. Benchmark can assist through the design and implementation of: ● ● ● Market reviews Testing marketing messages Evaluating communications material such as brochures and websites
White Paper Research
White Papers have proven to be increasingly influential in markets where there is significant focus on the impact or potential of new technologies. They are also a powerful tool for PR in business-to-business markets. However creative the author, successful White Papers need to be based on objective research findings. Benchmark offers research which help formulate the direction of the White Paper, or validates key assumptions before the White Paper is published. As well as conducting the research, we can organise the production of the White Paper through our in house studio facility.
Leading Lights
There is nothing more compelling than the undiluted views of the leading players in industry to bring to life a seminar programme or to signpost the direction of future PR campaigns. Our leading lights service provides a direct channel to people who are knowledgeable about specialist subjects, or who are influential within a defined industry sector. Benchmark can collect and feedback opinion leading views through face to face interviews or through tele-depth interviews. Because we report verbatim comments, we offer objective but powerful insights into current and future trends.
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August 2006
PR Research and Evaluation
PR Evaluation Programmes
At a time when clients are demanding more for their PR and marketing spend, demonstrating value can no longer be simply asserted – it needs to be validated and proved. PR practitioners are sometimes wary of exposing their hard efforts to independent evaluation, but independent research can provide a very credible way of demonstrating value to clients. It will demonstrate that the investments made in PR deliver tangible returns, and that the PR agency has a culture of evaluation, which becomes a sales tool for attracting future clients. Benchmark can work with PR agencies to establish independent programmes for measuring key public relations objectives. Utilising targeted research, we can help PR companies demonstrate the effectiveness of Public Relations Campaigns. Evaluation techniques include analysing media coverage in target media, defining and researching the relevant journalist community, or research among end users or consumers. The research programme is designed individually for the specific client or campaign, and typically covers issues of awareness and image. For example, the extent to which key PR messages have been received and understood by journalists, and the way attitudes and opinions have changed as a results of the communications efforts.
Our Experience
Recent opinion polls and research studies in support of PR conducted by Benchmark include: Public versus Private Brodeur for Steria A study to explore how the private sector could learn from the experiences of the public sector in the outsourcing of IT services. Initially conducted in the UK, the study was expanded on a pan-European basis extending to France, Germany, Spain, Sweden, Norway, Denmark and Belgium.
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August 2006
PR Research and Evaluation
Collaboration Brodeur for Steria Continuing the private versus public sector theme, a UK study examining a range of collaborative ventures organisations enter into, how they manage these and the benefits they realise. ‘Wake Up UK’ Porter Novelli for HP A survey of MDs and CFOs of medium to large businesses – using advanced cluster and segmentation techniques to classify businesses according to the personal motivations, and predilections of their leaders. Enterprise Performance Drivers Porter Novelli for HP Survey of MDs and CFOs of very large businesses – focusing on the relationships between business success and attitudes to the relative importance of different performance indicators. UK Unready Firefly / MS&L for Atos Consulting Pan European survey of CFOs and Finance Directors in UK FTSE 350 organisations and their equivalents in France, Germany and Holland. To evaluate degrees of readiness for new international accounting standards (IAS) and attitudes to the use of IT to achieve them. The Marketing Gamble Octopus PR for Octopus A UK survey, designed to raise their own profile and cause marketing managers to think about the risks attached to the campaign they run. RFID Inferno for Microsoft The uptake and deployment of Radio frequency Identification (RFID) in the UK’s manufacturing and retail sector. More than a poll designed to attract press coverage, the research also helped inform Microsoft’s strategy with this technology. The results were developed into a “Pink Paper” and distributed at the RFID forum in London.
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August 2006
PR Research and Evaluation
‘Gadgets and Gizmos’ Firefly Communications for TDK Pan-European survey to profile adoption of consumer technologies and the attitudes young consumers have to high tech gadgets, and the lengths they will go to buy and use them. Tattoos Cake Media for Nintendo A UK survey to understand why people have tattoos, and their choice of design. Living with your Builder Ridgemount PR for Federation of Master Builders UK survey with homeowners undergoing building work, understanding their experience of builders, and demonstrating that living with a bad builder is as stressful as divorce or moving house. The ‘IT Boys’ Firefly Communications for Jobshark UK survey of young male IT workers on the subject of lifestyle to support the proposition that IT workers were the new “it people”The results showed the . converse was true! SMB Business Trends Porter Novelli for HP A Pan European survey to establish IT concerns and forecast business confidence among small business owners and directors in SMEs.
Internet Usage by gender Porter Novelli for AMD A UK survey to explore how men and women use the internet differently in their leisure time.
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August 2006
PR Research and Evaluation
Overseas Travel Survey Porter Novelli for HP A Pan European survey among business travellers to establish preferred leisure activities on overseas trips.
Why Use Benchmark Research?
Benchmark have worked with many of Europe’s leading PR Agencies ● ● ● ● ● ● ● ● ● ● ● ● Beattie Media Brodeur Cake Media Firefly Communications Harvard Inferno ITPR Octopus QBO Manning Selvage & Lee Porter Novelli Ridgemount
About Benchmark Established in 1985 as a subsidiary of Findlay Publications, Benchmark Research is a full service market research agency, specialising in business-tobusiness research. Benchmark uses a full range of market research techniques according to the needs of the client: face to face interviews, structured (CATI) telephone interviews, semi structured telephone interviews, online surveys, mailed questionnaires, computer aided personal interviewing, focus groups. Benchmark Research has its own permanently staffed telephone research team and data processing team. It is, therefore, fully independent, flexible and fast to respond to the needs of the client and the research programme.
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August 2006
PR Research and Evaluation
Our Approach Clients work with account managers at every stage of the research process from identification and clarification of the business challenge through to delivery and, if appropriate, the implementation of the programme’s findings through dissemination workshops and on going support. Specialist Areas ● ● ● ● ● ● ● ● ● Product development (market evaluation and concept testing) Public Relations Customer retention and development Impact evaluation Market sizing and segmentation Communications and Marketing Supply chain and partner strategies Branding and positioning Employee research (satisfaction / training)
Key Sectors Although Benchmark work in a wide range of sectors, our key areas of speciality include: ● ● ● ● ● ● ● Manufacturing Training and Education IT and Hi Tech Telecommunications Construction Public Sector Publishing
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August 2006
PR Research and Evaluation
International Reach Benchmark conducts primary research overseas from its UK based offices. Typically, 40% of our revenue is from international research projects. Qualitative Research ● ● ● ● Depth interviews Semi structured depth interviews Focus Groups Desk research
Quantitative Research ● ● ● ● Computer Aided Telephone Interviewing (CATI) Computer Assisted Personal Interviewing (CAPI) Online surveys / consumer panels Postal surveys
Quality Procedures Benchmark is fully accredited with BS7911/MRQSA. Benchmark’s quality system covers all areas of business administration and research activities, including executive duties, data processing and fieldwork.
Contact Us
For more information please contact: Benchmark Research Ltd Hawley Mill Hawley Road Dartford Kent DA2 7TJ Tel: 01322 626999 enquiries@benchmark-research.co.uk
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