Three Attributes of Successful Audience Research

Photo: Leeloo Thefirst

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​Note: the following article recently appeared in Catalyst, the official publication of the International Association of Business Communicators (IABC). I’m the vice president of communications for IABC DC Metro, and I enjoy sharing communications-related content.

By: Jeff Hutson, ABC, IPC, CRC®

Effective use of meaningful research may be the most challenging task you face. Yet it’s the factor most likely to drive your communications campaign.

That’s why many communication planning models begin with research. My go-to is the RPIE approach — research, planning, implementation and evaluation.
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The best planning and brilliant creative ideas always have their foundation in solid research. Get that first step right — thoroughly knowing what your audience thinks, feels and believes — and your campaign has a better chance of delivering exceptional results.

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