We believe opinions count. The opinions of the public, the opinions of your clients, the opinions of other key audiences and the opinions of the media will all shape how the world views you and your organization... and determine the ultimate success of your project or business.
Our goal is to help you create positive opinions that achieve positive results for your organization. Research is the cornerstone of an effective, smart and focused communications strategy regardless of how big or small the project.
• Focus Groups - We specialize in conducting focus groups that provide meaningful answers that can shape communications and produce real change and measurable results. Because we are a full-service strategic communications firm, we can immediately help you turn those answers into a positive action plan.
• Qualitative Research - Public opinion research is one of the first steps we recommend when thinking about how to position a client's issue or organization. The Steve Alexander Group partners with leading research firms, including Fairbank, Maslin Maullin & Associates and Public Opinion Strategies, to conduct scientific research and polling.
• Opinion Leader Audits - These targeted interviews of opinion and thought leaders are used to assess a client's challenges and opportunities, market and audience perceptions and the views and values of those who most influence key issues in the public's mind. Opinion leader audits can establish the basis for an effective strategic communications program.
Objective research helps clients avoid the "ready, fire, aim" syndrome of communicating, i.e., issuing a news release, holding a news conference or deploying an employee communications without first thinking about how the organization is perceived; what its issues mean to key audiences (employees, elected officials, customers, service recipients) and how to assess its communications challenges and opportunities. Research is the key to knowing with whom to communicate, when, and about what - in a way that produces the kind of behavior and attitude changes that can help advance your goals.
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