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RESEARCH �UNDERSTANDING �
PUBLIC OPINION�
ISSUES MANAGEMENT:�Issues that may impact the client or organiza4on
Systematic �
Collect Data�
Collect Data�AND �
Analyze Data�
To advance our understanding of a
topic or subject �
POSE A QUESTION �COLLECT DATA �
PRESENT AN ANSWER�
Research is important because it informs strategy, aids in the development of messaging, provides a benchmark for predicting effectiveness and evaluating campaign results… �
Research is important because it informs strategy, aids in the development of messaging, provides a benchmark for predicting effectiveness and evaluating campaign results… �
AND SPEAK WITH AUTHORITY�
THE PROCESS�
THE PROCESS�
Identify�A�Need�
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
Decide on�Research �techniques �
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
Decide on�Research �techniques �
Info �Assembled for target �publics�
The Iron Yard provides intensive, 3-month courses on web development and computer engineering.��The Iron Yard recently opened an academy in Columbia, S.C. ��Need: Get people to sign up!���
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
Decide on�Research �techniques �
Info �Assembled for target �publics�
RESEARCH METHODS�
RESEARCH TECHNIQUES�
Preliminary or ongoing research�
SWOT ANALYSIS
Structured planning method used to evaluate
the strengths, weakness, opportunities and
threats involved in a business venture
STRENGTHS �
Market advantages�Access to resources�Unique selling proposition�Perceptions�
STRENGTHS �
Market advantages�Access to resources�Unique selling proposition�Perceptions�
Weaknesses �
What could be improved�How are sales lost �Perceptions�What should be avoided�
STRENGTHS �
Market advantages�Access to resources�Unique selling proposition�Perceptions�
Weaknesses �
What could be improved�How are sales lost �Perceptions�What should be avoided�
Threats �
Competition�Technology�Resources �Obstacles �
STRENGTHS �
Market advantages�Access to resources�Unique selling proposition�Perceptions�
Weaknesses �
What could be improved�How are sales lost �Perceptions�What should be avoided�
Threats �
Competition�Technology�Resources �Obstacles �
Opportunities �
Trends�Changes in Technology, Policy�Resources �Market opportunities�
Casual Monitoring:�To systematically screen news media�Track what is being said about the organization and its industry�
Casual Monitoring:�To systematically screen news media�Track what is being said about the organization and its industry�
Environmental Monitoring:�Monitoring, evaluating and passing important information to leadership��
Casual Monitoring:�To systematically screen news media�Track what is being said about the organization and its industry�
Environmental Monitoring:�Monitoring, evaluating and passing important information to leadership��Communications Audit:�Attempts to monitor and evaluate the channels, messages and communication climate of an organization��
IDENTIFY KEY PUBLICS AND ISSUES�
A Public is a group of people who:��• Face a similar indeterminate situation�
• Recognize what is indeterminate in that situation�
• Organize to do something about the problem�
(Indeterminate = unknown or unspecified) �
Thus, a pubic is a group�
Who share a common problem�
Or goal �And recognize their shared interest �
3 TYPES OF�PUBLICS�
LATENT PUBLIC �Faces an indeterminate situation but doesn’t recognize it as a problem�
1
3 TYPES OF�PUBLICS�
LATENT PUBLIC �Faces an indeterminate situation but doesn’t recognize it as a problem�
AWARE PUBLIC �Recognizes a problem and becomes aware�
21
3 TYPES OF�PUBLICS�
LATENT PUBLIC �Faces an indeterminate situation but doesn’t recognize it as a problem�
AWARE PUBLIC �Recognizes a problem and becomes aware�
ACTIVE PUBLIC �Group organizes around problem and plans to act on the problem�
321
3 TYPES OF�PUBLICS�
LATENT PUBLIC �Small Business Owners: Trail has an economic impact on surrounding community�
AWARE PUBLIC �Enthusiasts and similar orgs�
ACTIVE PUBLIC �Palmetto Conservation Foundation�
321
Volvo �
Volvo �
Volvo owners do not hang out in yachts��They drive a Volvo to:��Show they are smarter than us�Show they are immune to marketing�Show they are more concerned with safety�
Sales dropped 33 percent in 2008 �Dropped another 22 percent in 2009 �
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
Decide on�Research �techniques �
Info �Assembled for target �publics�
What information do we need? �1
What information do we need? �1
2 How/where will we get it?�
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
Decide on�Research �techniques �
Info �Assembled for target �publics�
FOCUS GROUPS:�
Pros:�Open-ended questions�Both verbal and visual cues�Can use projective techniques�Participants can build upon others’ ideas ��
Cons:�Group think �Moderator bias�Participant bias��
PARTICIPANT OBSERVATION/ETHNOGRAPHY �
Researcher observes and participates in ongoing activities�“Player in action” �Can be conducted in lab or field�Can encourage bias, time consuming�
A methodology that examines people in a culture or “in situ” �Naturalistic technique�Often paired with depth interviews�
Participant Observation�
Ethnography�
Conducted depth interviews with women across the country��What connects women and heart disease��Key Insight: Forge a strong emotional link between a women’s focus on her appearance and the need to focus on inner self.��General health = heart health��THE Red Dress can be a symbol for confidence in outer beauty��Red = heart: Influenced the annual Red Dress Collection Fashion Show at New York’s Fashion Week �
WEB OR E-MAIL SURVEY�
“…careful, detailed sample examinations of the knowledge, perceptions, attitudes and opinions of members of various publics” ��Relatively cheap�Easy to disseminate ��Used to quantify how people think and how they feel �Used to understand the demographic information of important publics�Pre-test and post-test polling�
CONTENT ANALYSIS�
“…systematically code written or transcribed messages” ��Systematic observational approach��Observe dialogue in chatrooms, blog comments, social media��Understand patterns and relationships�
What research techniques might we employ to better understand our publics?�
1
THE PROCESS�
Identify�A�Need�
Identify�Key Publics�& Issues�
Info needs�& sources�define�
Decide on�Research �techniques �
Info �Assembled for target �publics�
INSIGHT�
DIGITAL TOOLS
Library of marketing research, trend and insights from Google.
Provides the ability to map how consumers go from awareness to purchase
Social media monitor tool: Allows you to find relevant content on brand and brand’s competitors
Free website analytics tool Traffic data (direct, search, or referrals)