COMMUNICATIONS & BRANDING
Message. Audience. Finding the most efficient and effective ways to connect these two fundamental concepts can be a challenge. We have partnered with several of the world’s leading communications, branding, and public relations firms to conduct the research necessary to meet this challenge head on.
Providing the Edge for Communications Firms
We do some of our best work when we are able to collaborate with an agency’s creative, strategic planning, and account teams, ensuring that the research leads to the most effective outcomes for clients.
Over the years, we have worked with some amazing communications firms to hone our methodologies and create innovative tools that give them the insights they need. A few examples:
- Highlighter Tool – This tool, which we embed in online surveys, prompts respondents to review concepts and “highlight” imagery and copy that they find appealing and/or compelling, using their mouse. Edge made some innovations in the application and analysis of the tool to foster a deeper understanding of the impact of specific ideas and language that cut across concepts and audience. The results are easy to understand and actionable.
- My Media Mix – Too often, a campaign’s media mix selection stems from untested hypotheses and general audience media usage data. To answer the need for a more efficient and refined approach to media mix selection, Edge created a survey tool that uses “max-diff” trade-off methodology and forces respondents to prioritize their information-gathering preferences within a specific category or subject area. After analyzing these data, we provide media dissemination recommendations that are audience-specific and category-relevant.
- Message Formation – The message/creative development process often requires qualitative research and many of our clients (and more importantly, their creative and strategic planning teams) laud our unique approach. What’s our Edge? Having highly experienced moderators is essential. We understand that messages do not exist in a vacuum. That’s why we combine innovative projective techniques with direct questioning to understand both the environments in which target audiences consume messages and the deep-seated attitudes and opinions that drive their preferences. We also know that message formation efforts are time-sensitive, and believe in speed and flexibility. Whether it is testing new content in real time that stems from an idea in the “back room” to convening topline findings calls within 24 hours of our research, we take the steps necessary to provide recommendations as efficiently as possible.
Edge Research is the perfect partner if you want to take messaging research to the next level. They worked with us to find the right tools that would get us the insights we needed most about our audience, and when those tools didn’t exist, they rolled up their sleeves with us and created new ones. I’d work with them again in a heartbeat.
Eric Antebi, Senior Vice President, Fenton Communications
Greer Margolis Mitchell Burns Associates (GMMB)
GYMR Public Relations
Ogilvy Public Relations
Sandy Hillman Communications
Sea Change Strategies
The Storybranding Group