Research plays an imperative role in the way we communicate messages and attract consumers. Research can be performed internally, using an outside company’s help, or through an external source. The steps to conduct effective research were discussed during the June 16th PRSA event, “Numbers Don’t Lie: The Role of Research in Successful Communications.” Moderator Danny Selnick, Senior Vice President of Strategic Markets at Business Wire, panelists Molly O’Rourke, Partner at Hart Research and Peter Kelley, Vice President of Public Affairs at American Wind Energy Association, evaluated the importance of research in the communications industry.
Molly O’Rourke offered key takeaways on the role of strategic communication and public opinion research in a corporate environment. She emphasized that having strong research can attract media attention, enhance communication abilities, assist with gaining political allies, identify a target market, and increase internal company effectiveness. Important choices to make when conducting research include whether to use a focus group or survey, choosing the most effective sample size, and what audience should be included in the research.
Peter Kelley discussed the importance of accessing free research and how to limit research costs for companies with smaller budgets. Kelley outlined options for “polling without your own pollster” in order to reduce operating costs for your company. In the age of the internet, research can easily be accessed for free. Benefits of opinion research include having the ability to refine messages from gathered information. Oftentimes, using big name pollsters or bipartisan research groups is recommended because they resonate more support with the public.
Moderator Danny Selnick addressed the question of the role of cell phones in making polling more difficult. O’Rourke responded by emphasizing methodological issues in this technological age and how one should go about using different platforms for polling. Hybrid research methods of using online and phone surveys are often used to address a larger market and to receive wider audience participation. Platforms for polling are constantly changing and it is difficult to say one clear cut method is the best. Kelley made clear that transparency is key if you want to eliminate skepticism in the audience to attract a larger support base for your poll. Both emphasized the importance of wording and using unbiased phrases when polling.
Research plays an important role in our lives, and is necessary in continuing company growth and development. Businesses are able to better understand their target audience with imperial data, and the company is able to adjust their messages to be more successful. Research is both an art and a science —you have to try different methods to find what works best.