Houston Business Journal Column on Market Research

Why is market research key to strategic communications?

Houston Business Journal - January 11, 2008 - by Petri Darby and Mary Jo Martin- Special to the Houston Business Journal

Retailing tycoon John Wanamaker said, "I know that half of my advertising budget is wasted -- I just don't know which half."

With professional market research counsel, Wanamaker could have evaluated which half was driving sales and which half was draining the budget. With a small investment in research on the front end, he could have known what to say, who to say it to and how to say it to ensure that all of his communication programs were profitable.

Public relations professionals harp on the importance of full transparency. Advertising representatives talk about the sanctity of compelling creative. Marketers often are focused most on moving product from shelves. And yet, communicators consistently complain about not getting a seat at the decision-making table. As long as business executives perceive that communicators' efforts are primarily tactical rather than strategic -- and are conceived in a vacuum -- that will continue to be the case.

One piece of prevailing wisdom in business is "that which gets measured gets done." But for communicators, it could be, "that which gets measured gets valued."

With an ongoing research program that benchmarks attitudes, beliefs, and behaviors, communicators can become strategic counselors about the who, what, where, when, why, and hows that influence the company's future.

• Who -- Important audiences. Different issues impact different affinity groups (prospects, customers, employees, community and business leaders, officials, regulators). Perhaps as important, research results also can weed out those who should not be included among the company's main targets.
• What -- What they are thinking. Market research can help map out the top concerns, both perceived and real, of key audiences and gauge how deeply rooted their attitudes and beliefs are.
• Where -- Where to reach them. "The medium is the message," said communications theorist Herbert Marshall McLuhan. Market research can determine the preferred information sources for important constituencies.
• When -- When to communicate with them. Timing is an essential component in sales, advertising, issues management and in general public relations and marketing. It is helpful to know whether an idea is primed for the market.
• Why -- Why the company should communicate. Communication for communication's sake is often just noise. Those who have their finger on the pulse of targeted communities -- with factual data -- can make a strong case for timely information campaigns or marketing efforts.
• How -- How to engage them. Most communicators know that information will best be received when there is a shared language between the company and its public. Corporate jargon or legalese does not work with every audience segment. Market research can help develop a set of terminology that comes directly from customers, prospects, employees, etc.

Market research is the missing link that can help communicators establish their true worth, shift the perception of their function from an expense to a valuable investment and make a measurable difference for the company.

Petri Darby, APR, is chief darn officer of darbyDarnit Public Relations. Mary Jo Martin is the president of Cynapsus LLC.