Reaping the Rewards of Research
The benefits of incorporating market research into communications strategies have been well documented, but market research deployed without well-defined goals produces little result. Fewer areas of communications have more clearly defined targets than PR: we are looking specifically for the number of press hits, positive mentions, and people influenced. With the evolving market conditions as of late, throw in customer engagement into the mix as well!
No matter the case or time in space, PR and market research are a perfect fit. Properly conducted market research can provide invaluable insights into the behaviour, knowledge, and perception of consumers, stakeholders, and external elements that influence our target markets. The results of market research, if used smartly, can be instrumental in defining new communication approaches, writing messaging and strengthening a business’ public relations.
Gathering your Crowd
Choose your target market intelligently and don’t make the mistake of merely taking a stab in the dark and aiming for quantity over quality. By conducting well thought out research into consumer lifestyles, preferences, habits and behaviours (this list is not exhaustive and can be even more detailed or meticulous – the more refined, the better) to ascertain the right target market for your service or product, a good portion of your battle is won.
Once this first step is accomplished, it would then be easier to suss out customer sensitivities as well. With the business arena being the global place that it is today, more thought and attention has to be given to cultural and societal preferences. This has to be taken note of even within the same country, and even more so if the country is a boiling pot of cultures which is pretty much the most nations in the world these days! To be mindful of your customers, both as individuals and as a community at large, would be to assure the effectiveness and stronghold of your PR campaign.
Manipulating your Market
Just as important is to study what the market you intend to dabble in is missing. Identify businesses similar to your own and investigate the strategies they have implemented. This would not be an easy step because, needless to say, competitors would not readily dish out their secrets! So a lot of independent analysis, observation and in depth studies would be involved. Even so, information you have gathered may not be the most accurate! However, this step should still not be taken for granted. Based on the market needs and what you have learnt from this form of research, you can now consider how you can fill the missing links – providing a formative step on determining the basis of your own PR campaign.
Thereafter, you can finally lay out your market research plan. Based on the information you found in the previous endeavours, plan organized activities that are designed to get more specific information that you would require to make your PR campaign as effective and engaging as possible. Read up on existing published information, interview current customers or analyze consumer behaviour in relation to the market you are going to pursue. For instance, if you have discovered that customers are missing a sense of personal relationships and finesse in your industry, you might organize a focus group or survey, or perhaps even both in tandem for a more thorough analysis, to learn more.
It is important to remember that research is cyclical and required not just before launching a PR campaign. It is just as crucial to follow up. Given the power shift from the media being transferred onto the customers, privy is now placed on customer engagement. Research has to be done to gauge and determine audience reception, through means of evaluating responses via surveys or interviews or market returns, and the inherent effectiveness of the PR campaign’s intended outcome. This form of research could be one of the hardest as effectiveness has many variables and seeking response from your audience could prove difficult as well. However, it is worth putting in effort at this stage just when it seems all your hard work is done because from there, the necessary steps can be taken to ensure that the PR campaign is working as intended. And if not, amendments or improvements can be made to achieve the desired outcome and reach greater heights.
By Yasmin Md Basir, PR Associate @ Corporate Media Services