11. COMMUNICATIONS RESEARCH
What is it?
There are four main kinds of research that you need to know about.
1. Survey Research: Used to find out what your audience thinks and wants and to evaluate the success of your communications. A sample of the population is taken. It is a RANDOM SAMPLE if you want to discover the views of the general population. It is a STRATIFIED SAMPLE if you want the views of a specific group in the population.
A QUESTIONNAIRE is designed to ask your questions in the most unbiased manner possible.
The sample is INTERVIEWED using the questionnaire by EXPERIENCED INTERVIEWERS. The best interview method is in PERSON and it is the most expensive. Next best is BY PHONE. Accuracy is lower but so it the cost. A MAIL survey is cheapest but the response is often low and uncertain.
Some research firms have regular surveys that you can tack your questions on to. If the sample is right, this is just as good and cheaper than mounting your own survey.
2. Focus Groups: Used to test the message you want communicated to your audience BEFORE you launch major campaigns and expenditures.
A small (10 to 20) group of the kind of people you are interested in is assembled and an EXPERIENCED GROUP LEADER shows them our campaign and lead a discussion designed to discover whether they get the message and also whether they like it.
Usually at least two groups are held per location and it is best to test in every location that may have a significant variation in view.
Typed copy will do for the groups. But the closer to finished work that is show, the better the results will be.
3. Panels: Used to test the progress of communications campaigns over time.
A sample of the population group you are interested in is drawn. The same group in interviewed several times over a period of months or years to determine changes in attitudes.
This is best when you are looking for long term results.
COMMUNICATIONS RESEARCH (cont’d)
4. In-Depth Interviews:
Used to find the view of relatively small and inaccessible groups not easily surveyed,
To probe more deeply into specific results from other research or to get preliminary reference points for survey research.
Selected people from the group that interest you are interviewed in person at length (1/2 to 1 ½ hours) by highly skilled interviewers.
You are not looking here for quantitative results, but qualitative – or for deeply held views.
Why do it?
1. Research is a question of relative costs and benefits.
2. It is expensive – but communications campaigns are often more expensive.
3. Better to test first than blow the whole budget
4. Remember, research is meant to get the truth for you – not just reinforce your prejudices or provide you with a handy sales tool.
The “What If” Test
Never do researches until you administer the “WHAT IF” test to yourself. It comes in four simple steps.
1. Set down, precisely, the questions you want answered.
2. Set down all possible answers to the questions.
3. Then, for every answer, write down WHAT you will do IF the research produces that answer.
4. If different answers are not going to produce different actions, do not do the research.
COMMUNICATIONS RESEARCH (cont’d)
5. How to Choose a Research Firm
Your care about four things in a research house.
1. QUESTIONNAIRE DESIGN
Is it thorough and unbiased? Ask to see samples of previous work.
2. SAMPLE DESIGN
This is highly technical. Nonetheless, ask their expert to explain it to you. It should make sense.
3. INTERVIEWING STAFF
Are they intelligent, well-trained and experienced? Do they have the geographic spread you need? Ask to have the training described. Ask about the qualifications for employment. Ask about turnover and length of employment of staff. Ask where the staff is located.
4. INTREPRETATION
All of the above is worthless if they cannot interpret the data for you. Talk at length with the person who will interpret your research. If you are not convinced, forget it.
Find out if they use the ‘WHAT IF’ test. If they do not, why not? They will waste your money.
Make sure they are in the business of giving you objective information – not what you want to hear.
Look for regular standing surveys. They can save you money. Ask for their client list and check around. Interview several firms. Don’t get intimidated. It is mostly common sense.