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.
These are the times when outside expertise makes all the difference
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