We work with clients who want to use research for all forms of content generation and provide advice and support at each stage. The following “route map” might help you on your journey and hopefully provides some useful tips. Alternatively give us a call on +44 (0) 20 7236 1604 or drop us an email.
Clarify the objectives – What does the research need to do?
Is it for: Media Coverage, Thought leadership research, Web site content, Demand generation, Awareness building, Event collateral, Analyst engagement or even Tracking trends over time? Well, thought out research doesn’t need to be one dimensional - we can help you multi purpose it.
Check what’s been published or shared? Spend a little time doing background research.
You don’t want to repeat what’s already been done, but, equally is there anything that can be built on or used as a reference point? What’s trending and likely to grab attention? What’s in or out of scope? Where is the ‘clear air’/low noise? We work with client to identify metrics that the research can be aligned to, or themes it could support and build on.
Decide on the respondents and agree the methodology – Agree the scope, size and structure
Define the structure for the research and identify who needs to be interviewed. Once this is identified we can advise on the best way to research the audience, the most appropriate methodology and the most cost effective way of doing it. We conduct a number of Qualitative and Quantitative methods in our research.
Develop the idea, themes and headlines – Don’t go straight to questionnaire design.
It’s easy to start developing questions as soon as you have an idea but, breathe, agree the themes that will provide the core focus and engage the target audience. We’ve developed a specific methodology to help ideate and encourage clients to be creative, as, quite simply, it’s the most important part of research for content marketing.
Design the Questionnaire– A questionnaire isn’t necessarily a list of questions
The best questionnaires are: relevant, structured, focused, concise and use questioning techniques to achieve specific outcomes. Well designed questionnaires save time, deliver better results - because they engage audiences - and save money. We can either design the questionnaire for you or work with you to fine tune something you’ve developed.
Execute the Research – What happens after the questionnaire is signed off?
It might be dull but completing the research to a high standard, in the most cost effective and time efficient way possible, is pretty important. Online panels now provide us with access to 40 million+ people in 80 countries. We’re totally impartial about which panel owners we work with and are happy to share the quality best practices we use to make sure you get what you want and what you’re paying for.
Of course online won’t always work, sometimes a qualitative or telephone approach is more appropriate if the audiences are really finite, the insight is more explorative or the verticals are very specific. We’re methodology agnostic so if you want impartial advice just ask.
Analyse the Data – Bringing the data together so it’s easy to use
Data needs to be structured so you can see patterns, identify key differences between groups/segments and reanalyse the data to get real depth and understanding from the results. Excel is an amazing tool but sometimes more specialist programmes and old fashioned analytical skills bring a different dimension and depth of insight. We can also help you to link your findings to published data or business metrics and bring a new dynamic to the outputs.
Tell the story – Identifying the take outs and developing the themes.
Insight isn’t just numbers or percentages, it’s identifying what’s really going to resonate with audiences. Content - and the research that’s part of it - must appeal to and engage with audiences otherwise it’s just noise. We develop storyboards to make everyone’s life easier.
Disseminate the results – Content marketing research is more than the generation of statistics for digital engagement and media placement.
Well crafted, research led insight, can be a key element of a marketing strategy that: raises visibility, promotes engagement and positions the brand as genuine thought leaders. We don’t stop at Excel tables and PowerPoint we’re more than happy to produce Infographics, reports and present at events and webinars.