Business leaders always seek the “strategic plan.” But often organizations do not have answers to some of the most basic questions about their companies or products on which strategy should be based. It is hard to provide the “what” when you do not know the details behind the “who,” “why” or “how.”
Questions like: Can you tell me who exactly your customers are? What matters most to them? How do they feel about your organization, brand, products, and competition? What do they dislike about your company or products? Do they feel your organization is honest, reputable or a good corporate citizen?
Research should be the backbone of all marketing and communications strategy. It should define a brand’s positioning and corporate narrative, and guide its internal and external communications, including thought leadership, marketing, public relations, advertising, partnerships, and overall content marketing strategy.
There are several ways to get statistically reliable, quantitative data, as well as rich qualitative information. With today’s technology, it also can be done more quickly and inexpensively with digital survey instruments and tools.
Marketing, branding, and communications professionals have a broad array of secondary and syndicated research available to them today. But primary research you develop to answer your most pressing information gaps about your organization, customers, brand, products, competition, or other stakeholders critical to your business goals is a necessary tool in strategic planning. Some of the types of intelligence gathering include:
- Stakeholder awareness, attitudes, and behavior
- Corporate reputation
- Brand health and perception
- Employee satisfaction and communication
- Message testing
- Advertising testing
- Product, pricing, naming testing
Some of the ways you can gather critical intelligence include:
- Online surveys
- Live intercepts
- Focus groups
- Mail surveys
- Telephone audits or surveys
Do not let a lack of information get in the way of achieving your organization’s business goals with winning marketing and communications strategy.