Desk research is probably one of the most powerful tools businesspeople have at their disposal. Yet it often doesn’t get enough credit, or it gets overlooked completely.
If you’re still wondering how you could benefit from it and what the elaborate process is behind a well-executed research campaign, then you’re in the right place.
A host of benefits…
Since desk research gives you a bigger picture of your industry, the role you play in it, and the newest trends, the results of our work will enable you to concentrate your efforts on the most promising prospective markets and audiences.
That way you will be able to define and develop the most effective channels of communication with your audience. As a result, you will communicate purposefully to inform, to persuade, and to change attitudes and behaviors.
This can bring you better engagement on your public channels, increased turnout at your events, boost sales, improve public opinion, grow your mindshare, and much more. We probably don’t have to tell you that it will also have a good impact on your bottom line…
Desk research: the process
Every company is different and there is no one-size-fits-all-solution. That’s why we look at each case individually to better understand the circumstances and to formulate goals and objectives for the project. Then we prepare a tailor-made research program that optimizes the resources you can allocate to it and addresses the key problems.
After the preparatory phase is over, we gather the data using various research methods, process it, analyze it and evaluate the results. The results will be presented in a meaningful way, which makes it easy to draw well-informed conclusions: a presentation, a fact sheet or a detailed report.
In the end, you do not get another regular research report – you receive a comprehensive consulting service with the expert interpretation of the situation.
Some tools we use
Expert SWOT analysis
Qualified desk research is not about making assumptions. It’s about collecting the pieces of the puzzle and putting them together the right way. This will give you a picture of your business, your market, and your stakeholders, clearly pointing to next steps or issues which previously went unnoticed.
Desk research and secondary data analysis
What makes desk research a comparatively quick and efficient process is that it relies on high-quality secondary data. To ensure we have the right information, we use special search techniques and dig deep to find hidden gems which will reveal valuable details. Sources we consult include privately and publicly funded studies as well as internal data. You’d be surprised at how much valuable data you can find right in your own business if you know where to look. By collecting relevant data points from different departments and consolidating them in a new way, it is often possible to get great insights nobody would have thought of previously.
Content-analysis of media coverage
The media is an echo of the public voice and plays a great role in influencing people’s opinions and perceptions of a company, a cause, or a product. By carefully looking through a broad spectrum of media outlets, we can identify major trends and tendencies in your industry and make sure you are always ahead of the game.
Communication audit and image probing
To reach out to your audience in a way they understand and appreciate, you first need to know what kind of communication appeals to them. If you are a brand trying to better promote your products, it can be a great idea to use questionnaires, psycho-linguistic tests, or in-depth interviews to determine cognitive links and associations. Getting these insights will help you improve your messaging and make it easier to get through to your audience.
Current communications campaigns assessment and expert audit
Do you think you’re running a well-planned campaign, but it’s not getting you the results you wanted? Then one of our communications experts can have a look at your brand messaging and marketing strategies to understand where you’re going wrong. Only then can you start to fix things, so you start seeing results.
After an in-depth look at the secondary data, it might useful to conduct some more detailed research of our own. This is when we suggest using in-hall and in-home tests, interviews, focus groups. This way you can drill down on data you’ve already collected, for example by verifying it or testing your ideas in the market.