Consumer research has become an integral part of producing a PR campaign, allowing brands to qualify campaigns in a way that appeals to both consumers and the media.
To reach and empower consumers you must first uncover their habits. It is a vital ingredient that can form the basis for creative ideas to flourish. Without it, campaigns wouldn’t be able to achieve the coverage brands need to meet their target audience.
Analysing Your Audience
Consumer research means analysing the desired audience to discover what they like, need and feel, as well as finding out what they do, buy, have and what drives all of the above. Our OnePoll panel gives clients access to a wide variety of respondents, allowing them to get granular insights on a wide variety of sectors and subject matters. Whatever the client’s requirements are, we guarantee an accurate response from the correct demographic. This is key because it strengthens the key message delivered in the wider campaign with real-life hooks and insight that directly correlates to current affairs issues.
Being able to use real facts and accurate statistics assists in the validity of the campaign, and this is why projects that have insight central to their activity make a much bigger impact on consumers. Also, if you utilise polling services post-campaign you can get a real tangible sense of the impact your activity has had on your target audience and whether or not the campaign was a success.
One of our recent successful market research activities powered a campaign by our sister company 72Point for Gillette Venus. We asked British women about their self-confidence, seeking to raise awareness of the importance of them feeling comfortable in their own skin. Our research revealed that almost a quarter of women feel uncomfortable due to not fitting their perception of natural beauty. These results were a catalyst for press attention for the campaign and as a result, the news story received 63 pieces of coverage including The Mirror, Independent and Daily Express.
PR and Market Research
The time is now for the PR industry to ramp up its use of market research to power its campaigns. In the current age of ‘fake news’ media, the ultimate goal of PR campaigns is to communicate an accurate and reliable message to the public, and using real data increases the value of the content tenfold.
At OnePoll we are able to provide that insight which helps create invaluable content. As a result, campaigns we are involved in are more likely to catch the eye of the press and gain national and international coverage. If a campaign provides the reader with recognisable and relatable information it will drive them to read on and is more likely to drive action.
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