The Australian media landscape is changing so quickly, and the most successful PR agencies will agree that enhancing your skill sets and offering a wider range of services is more crucial than ever when it comes to executing effective outreach campaigns.
After having used owned statistics to generate amazing results for clients in the past, last month we met with YouGov, a world-leading online market research company, to gain more insights into how owned data can assist with any form of campaign, and learn the trade tips to asking exactly the right questions when utilising omnibus surveys.
So what are a few of the secrets to ensure every market research survey achieves successful and PR worthy results?
- Do your research. With such a significant amount of statistics already available online, ensuring the statistics you are looking to source don’t already exist is imperative. It may sound obvious, but apparently many brands approach market research companies in hopes of acquiring statistics that already exist. Doing the appropriate research first allows for the select number of questions to be targeted towards generating brand new information that will be appealing to media.
- Put yourself in the media’s shoes. Once you’ve determined if the statistics you’re after aren’t already out there, assess whether or not your target outlets would be interested in this data. If there is one particular publication you are looking to place the statistics in, it is a good idea to speak directly to a contact at that outlet to determine if the data you are investing in is of value to them, and if so what questions would be particularly of interest to receive insights into.
- Know what you want to achieve. When it comes formulating the questions and possible responses it’s important to have a clear desired outcome in mind. This will help you form the body of the survey, and ensure that the respondents are able to select an answer that would result in your ideal outcome being verified.
- But be flexible with your hypothesis. It’s all well and good to have an ideal outcome, but often the data proves the opposite of what you would expect. Never fear, this is often actually just as effective for media, as it can make the insights even more intriguing and news-worthy.