Surveys and research

Guest post by: Wendy McWilliams
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Thought Leadership - By Wendy McWilliams

Surveys and other formal research can be instrumental in many types of PR campaigns. For example, WMC PR has conducted surveys for numerous clients in Australia who needed quantitative and qualitative information to help them plan future marketing strategies. Even the humble suggestion box is a great way to get feedback.

Whether you want information from existing customers, potential customers, employees, suppliers, shareholders, community groups or other stakeholders, surveys are an excellent tool to gauge statistics and opinions.

The information gained can not only be used to help your own organisation plan for the future, but also used to create media announcements to help promote your business.

Would you like to know the answers to these questions?

Q: Do your customers know exactly what your organisation does?

Note: You may be surprised to know that some customers know you for one thing only and have no idea that you offer other products/services.

Q: Are your customers satisfied with the products and services you deliver?

Note: If customers are not returning, perhaps there is a specific reason that you can address easily and quickly.

Q: How well is your brand known in the marketplace?

Note: If 1000 people were given the names of five similar products, where would your brand be ranked?

Q: What do your employees like and don't like about working for your company?

Note: Unless you know, you can't do anything about it. Being an employer of choice means you attract good staff and having good staff gives you a competitive advantage.

Q: What do you know about your customer or potential customer?

Note: If you provide product service and support, it would be beneficial to know the average age of equipment in use in the industry.

Other standard surveys include exit or post conference surveys, course evaluation surveys and "made up" surveys.

What is "made up" I hear you ask? The results of these surveys appear regularly in the daily press and online media. It's where a company has commissioned a large survey on a subject that is relevant to their business and published the findings.

Here's a simple example, ABC Recruitment conducts research (through a reputable organisation) to ascertain the percentage of employees who are happy in their job. The figure could possibly be quite low, which would have implications for the broader business community to lift their game and provide a better workplace and more suitable job position. It could even be linked to increased depression in the community if an independent authority provided added analysis. Result: ABC Recruitment gains considerable coverage, linked to a survey that it created to achieve this desired objective.

In addition to traditional survey methods, today we see Twitter and Facebook being used for formal and informal research, which is helping thousands (millions?) of organisations get instant feedback on issues important to them.

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Thought Leadership - By Wendy McWilliams

About the Author: Wendy McWilliams

RSS for Wendy's articles - Visit Wendy's website
Wendy McWilliams has more than 25 years experience in leading public relations consultancies in London (UK) , Sydney and Melbourne (Australia). Wendy established WMC Public Relations in 1992 < http://www.wmcpr.com.au > after she saw the need for a flexible, proactive and cost effective PR company that offered a personal level of service. Wendy and WMC PR is well placed to undertake the full gamut of public relations requirements for large and small private and public sector organisations. If you go to
http://www.wmcpr.com.au/services you can see the full range of services provided. And on this site http://www.wmcpr.com.au/clients-case-studies/ you can read some case studies.
Click here to visit Wendy's website.

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