Research Industry Deliver Client Value and Generate Income Jeffrey - - PowerPoint PPT Presentation

How to Leverage the Evolving Research Industry

Deliver Client Value and Generate Income

Jeffrey Henning Chief Research Officer Researchscape International jhenning@researchscape.com @jhenning Work: +1 888-983-1675 x 701 Mobile: +1 617-620-6142 Tony Cheevers Customer Success Officer Researchscape International tcheevers@researchscape.com @tony_cheevers Work: +1 888-983-1675 x 704 Mobile: +1 203-455-4412

A Client’s Perspective on PR

Agenda

• The Evolving Research Industry
• Leveraging the Survey Investment
• Economize the Survey
• Make It Easy for Journalists

Before the Transformation:

• 8-12 week projects
• Qualitative tests before & after
• Telephone and face-to-face
• Lotus 1-2-3, WordPerfect, Harvard

Graphics

• Man-months of researcher time
• $50,000+ custom pricing

After the Transformation:

• 1-4 week projects
• Rapid launch (experience required)
• Online
• Highly automated analysis
• 20 to 40 hours of researcher time
• $3,000+ standard pricing

Agenda

• The Evolving Research Industry
• Leveraging the Survey Investment
• Economize the Survey
• Make It Easy for Journalists

• 1. Develop Broad Range of Content

A newsmaker survey should inform far more than a news release:

• Infographics
• Social media campaigns
• Blog posts
• White papers / ebooks [behind lead-gen form]
• Webinars
• Conference presentations

• 2. Automate Assessments for Lead Gen

Prospect completes survey and gets a personalized score and assessment

• For a retail SaaS vendor, a merchandising execution

score

• For a consulting firm, a B2B marketing maturity score
• For a college, a career quiz that helps prospective students identify

their best majors

• For an executive coach, a quiz to evaluate entrepreneurial successes

and leadership skills and get scores and detailed recommendations

• For a law firm, a security compliance assessment form
• For a security vendor, best-practices assessment of dev. security

• 3. Use the Survey for More than PR

Ask questions for internal use:

• Pricing tests
• Messaging tests
• Feature prioritization
• Market segmentation
• Market contrasts (customers vs. non-

customers, other subsets)

• 4. Repeat the Survey Periodically

64% 69% 71% 78% 73% 79% 78% 83% 89% 84%

0% 25% 50% 75% 100% Completely likely Somewhat likely

Cumulative Sample Size: 2,703 (99% of Respondents)

Leverage Survey Investment

• 1. Develop a broad range of

content from survey

• 2. Automate assessments for

use as lead gen

• 3. Use the survey for more

than PR

• 4. Repeat periodically, at

least annually

Agenda

• The Evolving Research Industry
• Leveraging the Survey Investment
• Economize the Survey
• Make It Easy for Journalists

Cost Increases as Sample Size Does

$0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00

100 200 300 400 500 600 700 800 900 1,000 1,100 1,200 1,300 1,400 1,500 1,600 1,700 1,800 1,900 2,000

CPI per Targeted Low-Incidence Consumer

Cost per Interview (CPI)

Diseconomies of Scale

$0 $10 $20 $30 $40 $50 $60 $70 $80 $90 $100 A B C D E F G H I J K

CPI (Cost Per Interview)

500 1,000 1,500 2,000 2,500 3,000 3,500 A B C D E F G H I J K

Quantity

Expense Increases as Criteria Do

Cost

$100/CPI $60/CPI $30/CPI $50/CPI

Most B2C 1,000+; B2B 500+

Source: Researchscape, n = 2823 news releases

78% 55%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 100 200 300 400 500 1,000 2,000 3,000 4,000 5,000 10,000

% of Surveys with At Least X Responses

B2C B2B

Source: Researchscape, n = 1,016 news releases

Most Surveys are Conducted Online

85% 85% 86% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2016 2017 2018 2019

Online Surveys Viable in 60+ Countries

Approaches to Multi-Country Research

✓ 4 Countries ✓ 4 Languages ✓ Proportionately representing national population ✓ 10 Countries ✓ English; 10 q. ✓ Proportionately representing English-speaking population ✓ 10 Countries ✓ 6 Languages ✓ 100 per country ✓ US, UK, CA, AU/NZ ✓ English ✓ 250 per country ✓ US, CA, MX ✓ English, French, Spanish ✓ Proportional ✓ 10 Countries ✓ 7 Languages ✓ 500 per country

Tips to Economize the Investment

• 1. Omnibus vs. dedicated survey
• 2. Broaden criteria
• 3. Reduce sample size
• 4. Supplement with house lists
• 5. Your agency or your client translates the

questionnaire

Agenda

• The Evolving Research Industry
• Leveraging the Survey Investment
• Economize the Survey
• Make It Easy for Journalists

Survey FAQ for Journalists

AAPOR and the Poynter Institute train reporters to ask the following questions:

1. Who paid for the poll and why was it done? 2. Who conducted the poll? 3. How was the poll conducted? 4. How many people were interviewed and what’s the margin of sampling error? 5. How were those people chosen? 6. What area or what group were people chosen from? 7. When were the interviews conducted? 8. How were the interviews conducted? 9. What questions were asked? Were they clearly worded, balanced and unbiased? 10. What order were the questions asked in? Could an earlier question influence the answer of a later question that is central to your story or the conclusions drawn? 11. Are the results based on the answers of all the people interviewed, or only a subset? If a subset, how many? 12. Were the data weighted, and if so, to what?

Properties of Survey New Releases

3% 7% 11% 11% 23% 35% 40% 50% 60% 86% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Quota sample Weight results Include charts and graphs Feature infographic Link to lead-generation form Report mode (e.g., online, telephone) Offer corresponding white paper Report fielding dates Report countries Report sample size

Source: Researchscape, n = 610 news releases

Timeliness of Survey New Releases

4% 11% 25% 49% 65% 76% 84% 98% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 7 14 30 60 90 120 150 365

% of Surveys Published Within X Days of Fielding Survey

Source: Researchscape, n = 1326 news releases

Process for Effective Survey News Releases

Set Goals Design and Field the Survey Develop Campaign Assets Write the News Release Adapt and Re-use

Goals for Effective Survey News Releases

Long-Term Goals

• Build brand awareness
• Demonstrate thought

leadership

• Develop content for a

content marketing strategy

• Generate leads
• Improve search engine

ranking of your site for key terms Short-Term Goals

• Provide support for a

product launch

• Enter a new region
• Leverage a holiday or event

for coverage

• Build interest in a

conference presentation

Checklist for Effective Survey News Releases

Design and Field the Survey

• Select a narrow goal
• Brainstorm story ideas
• Write questionnaire to

support story ideas

• Have professional

researcher review questionnaire

• Hire telephone research

firm or program online survey

• Use quota sampling to

improve representativeness

• Pause for preliminary

results and last-minute edits Develop Campaign Assets

• Create summary of topline

results

• Prepare 2 to 4 charts and

graphs

• Develop infographic
• Write FAQ for methodology
• Create resource section of

website for this survey

• Write white paper
• Create download form

Write the News Release

• Draft the release according

to standard best practices

• Avoid survey gotchas:
• Don’t overgeneralize
• Don’t be overly precise
• Claim sampling error only

for telephone surveys

• Don’t report on questions

with too few responses

• Include survey details

Strengths &Weaknesses of U.S. PR Firms

How to Leverage the Evolving Research Industry

Deliver Client Value and Generate Income

Jeffrey Henning Chief Research Officer Researchscape International jhenning@researchscape.com @jhenning Work: +1 888-983-1675 x 701 Mobile: +1 617-620-6142 Tony Cheevers Customer Success Officer Researchscape International tcheevers@researchscape.com @tony_cheevers Work: +1 888-983-1675 x 704 Mobile: +1 203-455-4412