The Power of Research
February 27, 2020
A new product just launched, a vote is in committee, customer engagement is down—now what?
At Grisko, we believe that research is an important component to the success of any project. We’ve found before you tackle these challenges, conducting research, big or small, can lead to more insightful and impactful communications.
Research can not only help you better understand a project at its onset, but also help identify new business opportunities, allow you to design campaigns that resonate with your customers and help successfully introduce new products or services into the marketplace. The following are examples of how research efforts of any size influence outcomes.
Sometimes just an informal, yet strategic, conversation among key clients and project stakeholders can uncover unspoken truths and emotional underpinnings that will inform your work. At Grisko we start every project with a discovery session. We’ve found these sessions to be invaluable, as they clarify project objectives, provide insights into our target audiences and illuminate important information – often bringing the “reasons to believe” in our campaigns’ to life. Armed with these insights from discovery, we are able to create powerful messages and impactful communication materials that strike a chord and motivate people to act.
Unlock customer insights.
Adding audience-specific research can help you uncover a wealth of untapped knowledge from both existing and new audiences. Gaining insights into your targets’ desires, needs, influences and impressions will arm you with a data-driven view for business and communications decisions. For our client Echoes & Reflections, we began our partnership by conducting audience research to understand educators’ Holocaust curriculum needs, desires and opinions. With insights gleaned from that research, Echoes & Reflections embarked on a journey to revamp its brand and business model to connect with educators in a more accessible way — digitally. This shift may not have happened without the clear customer insights discovered through our online survey.
Avoid a branding mistake.
You can never be 100% sure if your messaging or ad design will resonate with your key audiences. But adding a layer of creative testing can alleviate uncertainty by ensuring you’re developing communications and brands that will impact your audiences in the right way. We worked with The National Association of Charter School Authorizers (NACSA) to develop nuanced messaging that was clear, concise and met the needs of very distinct audience groups: national education legislators, school superintendents and charter school authorizers. We measured the impact and effectiveness of these messages among their key audiences through online research and leveraged the results to refine each story — helping them elevate their influence and reputation within the charter school space.
Move the needle.
You can’t reach your audience if you don’t take the time to understand how they’ll respond. Conducting a focus group or deploying a targeted survey can help you learn invaluable insights from your target audiences around potential product or service concepts — and along the way, you may even uncover a few ideas that you never thought of. We’ve partnered with the Chicago Transit Authority over the years on multiple research initiatives to understand rider’s travel and purchase habits. We tested customer’s understanding of the new Ventra system at launch and even tested potential revenue service and product opportunities among Chicago’s business leaders. Each of these instances helped refine communications and business decisions to ensure CTA was moving forward with the products that provided the best return on their investment.
At the beginning of every project always consider what kind of research could add insights that will better ensure you meet the client’s goals.
February 27, 2020