Proprietary data is powerful. Having the right data can translate into a competitive advantage for your company –and play an integral role in attracting and retaining clients. Co-Communications helps businesses and nonprofits gather consumer insights, conduct brand research, and craft omnibus polls for media relations campaigns.
There are several types of market research–the key is identifying what type of research is best suited to help achieve your goals. Are you looking to poll an online panel to gather consumer insights? Conducting brand research to inform the launch of a new product or service? Embarking on stakeholder research to hone your value proposition to new and existing audiences? Our audience-centric approach to marketing leverages research to strengthen messaging, inform strategies, and define tactics. Let’s collaborate!
What is your end goal? Collecting data has become easier thanks to mobile and online polling, allowing brands to ask a myriad of questions and gather real-time insights. The key is asking the right questions.
When we worked with the UK’s largest provider of per diem nurses on their U.S. brand launch we focused heavily on market segmentation and defining a highly qualified audience. We took the time to learn about what made the client unique from its U.S. competitors and developed strategic questions to help inform everything from pay and benefits to shifts and work environments. By narrowly defining our target audience for the research study, we were able to aggregate a panel of experienced and highly specialized nurses who held the credentials necessary to become one of the company’s future employees. This data was used to inform messaging, marketing and, most importantly, to refine the company’s U.S. business model.
When media coverage is the primary objective for a new study or report, we tailor our approach to ensure the data collected is clear, compelling, unique, and prime for crafting a great story. Our work with the National Multifamily Housing Council to publicize the findings of the largest ever survey of apartment residents is a case study in powerful storytelling. We looked for data that was timely –as people were making New Year’s resolutions apartment residents remained steadfast in their desire to only rent in a community that had an on-site gym, but Commented [DC1]: Let’s use this for now and I will get a more relevant replacement post written asap admitted they rarely used them –and that was relevant to each reporter we pitched. We segmented the data geographically, demographically, and by attribute, including pet owners and parents. The result was a steady stream of coverage in industry trades as well as mainstream media coverage in The Wall Street Journal and Bloomberg.
Regardless of the industry, Co-Communications’ approach to market research is strategic and audience-centric. We work with clients to craft surveys, conduct focus groups, vet findings, segment data, and bundle the results into a clear and compelling package that will resonate with the target audience.
A global pandemic has made 2020 a year of big changes. And, topping that list are changes in consumer behaviors and how companies are doing business.
Maintaining an up-to-date competitive analysis has always been a best practice but things are now changing at a record-setting pace. As consumers were faced with limited access to certain products during COVID, they were forced to experiment with new brands. The same can be said for service providers, as many industries were faced with operating limits during the peak of the pandemic. All of this is to say: Do your loyal customers and clients feel the same way about you now that they did before COVID? And, (how) are you measuring that change?
As brands are tasked with demonstrating a maximum return on their marketing investment, keeping up-to-date on consumer insights is critical. Timely consumer insights equip brands with the knowledge –and data –they need to make strategic changes to their marketing plan while retaining –and attracting –an optimal number of customers. This data can also help to inform market segmentation and prioritize target audiences.
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