Newsmaker Survey: Designing Research for Public Release.
by Laura Light, VeraQuest, Practice Leader: Public Relations
Excerpt:
Research created specifically for public release does not look or feel like traditional market research used for internal proprietary strategic planning. The ultimate goal of the “newsmaker” research is to release the results into the public domain to create conversation. Creating news isn’t easy, often causing the initial phase of survey design to be more time-consuming and challenging as well as more creative (and maybe even fun)!
This article will set aside what tends to be the common dogma in the research world – and instead consider research in a new light with the key aim to create content-rich marketing materials. The goal is to design strategically sound but widely appealing data that attracts and engages a target audience. So, no more open-ended questions. No more ranges. And no more lead-in descriptions.
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