How to Leverage the Evolving Research Industry Deliver Client Value and Generate Income Jeffrey Henning Tony Cheevers Chief Research Officer Customer Success Officer Researchscape International Researchscape International jhenning@researchscape.com tcheevers@researchscape.com @jhenning @tony_cheevers Work: +1 888-983-1675 x 701 Work: +1 888-983-1675 x 704 Mobile: +1 617-620-6142 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 100% 89% 84% 83% 75% 79% 78% 78% 73% 71% 69% 64% 50% 25% 0% 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 CPI per Targeted Low-Incidence Consumer $35.00 $30.00 $25.00 $20.00 $15.00 $10.00 $5.00 $0.00 100 200 300 400 500 600 700 800 900 1,000 1,100 1,200 1,300 1,400 1,500 1,600 1,700 1,800 1,900 2,000 Cost per Interview (CPI)
Diseconomies of Scale CPI (Cost Per Interview) Quantity $100 3,500 $90 3,000 $80 2,500 $70 $60 2,000 $50 1,500 $40 $30 1,000 $20 500 $10 $0 0 A B C D E F G H I J K A B C D E F G H I J K
Expense Increases as Criteria Do $100/CPI Cost $60/CPI $50/CPI $30/CPI
Most B2C 1,000+; B2B 500+ % of Surveys with At Least X Responses 100% 90% 78% 80% 70% 60% 55% 50% 40% 30% 20% 10% 0% 100 200 300 400 500 1,000 2,000 3,000 4,000 5,000 10,000 B2C B2B Source: Researchscape, n = 2823 news releases
Most Surveys are Conducted Online 100% 90% 86% 85% 85% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2016 2017 2018 2019 Source: Researchscape, n = 1,016 news releases
Online Surveys Viable in 60+ Countries
Approaches to Multi-Country Research ✓ 4 Countries ✓ 10 Countries ✓ 10 Countries ✓ 4 Languages ✓ English; 10 q. ✓ 6 Languages ✓ Proportionately ✓ Proportionately ✓ 100 per country representing representing ✓ US, UK, CA, AU/NZ national English-speaking ✓ English population population ✓ 250 per country ✓ US, CA, MX ✓ 10 Countries ✓ English, French, ✓ 7 Languages Spanish ✓ 500 per country ✓ Proportional
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 Report sample size 86% Report countries 60% Report fielding dates 50% Offer corresponding white paper 40% Report mode (e.g., online, telephone) 35% Link to lead-generation form 23% Feature infographic 11% Include charts and graphs 11% Weight results 7% Quota sample 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Researchscape, n = 610 news releases
Timeliness of Survey New Releases % of Surveys Published Within X Days of Fielding Survey 98% 100% 90% 84% 80% 76% 70% 65% 60% 49% 50% 40% 30% 25% 20% 11% 10% 4% 0% 7 14 30 60 90 120 150 365 Source: Researchscape, n = 1326 news releases
Process for Effective Survey News Releases Set Goals Adapt and Design and Field Re-use the Survey Write the News Develop Release Campaign Assets
Goals for Effective Survey News Releases Long-Term Goals Short-Term Goals • Build brand awareness • Provide support for a product launch • Demonstrate thought leadership • Enter a new region • Develop content for a • Leverage a holiday or event content marketing strategy for coverage • Generate leads • Build interest in a conference presentation • Improve search engine ranking of your site for key terms
Checklist for Effective Survey News Releases Design and Field Develop Write the Survey Campaign Assets the News Release • Select a narrow goal • Create summary of topline • Draft the release according results to standard best practices • Brainstorm story ideas • Prepare 2 to 4 charts and • Avoid survey gotchas: • Write questionnaire to graphs support story ideas •Don’t overgeneralize • Develop infographic • Have professional •Don’t be overly precise researcher review • Write FAQ for methodology • Claim sampling error only questionnaire • Create resource section of for telephone surveys • Hire telephone research website for this survey •Don’t report on questions firm or program online • Write white paper with too few responses survey • Create download form • Include survey details • Use quota sampling to improve representativeness • Pause for preliminary results and last-minute edits
Strengths &Weaknesses of U.S. PR Firms
How to Leverage the Evolving Research Industry Deliver Client Value and Generate Income Jeffrey Henning Tony Cheevers Chief Research Officer Customer Success Officer Researchscape International Researchscape International jhenning@researchscape.com tcheevers@researchscape.com @jhenning @tony_cheevers Work: +1 888-983-1675 x 701 Work: +1 888-983-1675 x 704 Mobile: +1 617-620-6142 Mobile: +1 203-455-4412
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