I’ve long been a fan gal for research in PR. Personally, I obsess over trends, opinions and ultimately, what motivates customer sentiment toward a brand, product or an entirely new way of doing things.

Professionally, research solves so many things — identifying specifically who to target and how these people consume content. Research allows us to truly move beyond metrics that never satisfy internal audiences to those that demonstrate true, meaningful impact.

Also, it’s fun to identify the sentiments we can unlock, uncover and expedite for clients and prospects. Previously though, research had its challenges — it could be cumbersome, costly and slow. It was often times very hard to sell in primary research or audience insight programs, particularly to start-up or mid-stage companies that could benefit from such critical information.

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