How to Leverage the Evolving Research Industry · 5/14/2020 · Feature infographic Link to lead-generation form Report mode (e.g., online, telephone) Offer corresponding white paper

How to Leverage the Evolving Research Industry

Deliver Client Value and Generate Income

Jeffrey HenningChief Research OfficerResearchscape [email protected]@jhenningWork: +1 888-983-1675 x 701Mobile: +1 617-620-6142

Tony CheeversCustomer Success OfficerResearchscape [email protected]@tony_cheeversWork: +1 888-983-1675 x 704Mobile: +1 203-455-4412

mailto:[email protected]


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





1. Develop Broad Range of Content

A newsmaker survey should informfar 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





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)

0

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 DoC

ost

$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





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


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


Process for Effective Survey News Releases

Set Goals

Design and Field the Survey

Develop Campaign Assets

Write the News Release

Adapt andRe-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 Fieldthe 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

DevelopCampaign 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

Writethe 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 HenningChief Research OfficerResearchscape [email protected]@jhenningWork: +1 888-983-1675 x 701Mobile: +1 617-620-6142

Tony CheeversCustomer Success OfficerResearchscape [email protected]@tony_cheeversWork: +1 888-983-1675 x 704Mobile: +1 203-455-4412



Documents

How to Leverage the Evolving Research Industry · 5/14/2020 · Feature infographic Link to lead-generation form Report mode (e.g., online, telephone) Offer corresponding white paper