Weber Shandwick's research offerings include the following:
- Market research, conducted by Weber Shandwick's research partner KRC Research. KRC Research specializes in surveys, focus groups and interviews that provide a thorough understanding of the environment, profiles of target audiences, development of effective messages and measures of communications effectiveness.
- Media analysis, conducted by our Media Intelligence team, uses measurable criteria to assess the quality and quantity of a client's media coverage, which can be compared against competitors or benchmarked and measured over time.
KRC ResearchKRC Research is
a full-service market research firm that specializes in the research needed for effective communications.
Staffed with market research professionals from the worlds of political campaigns, consumer marketing, journalism and academia, KRC combines traditional research methodologies, such as telephone surveys, one-on-one interviews and focus groups, with the most recent research technology, including Internet-based surveys.
KRC offers a full range of research services, including the following:
- Programs that assess the impact of communications campaigns, including metrics for measuring success
- Landscape assessments – analysis of current attitudes, opinion drivers and trends
- Message development and testing
- Segmentation analyses – identification and profiling of key target audiences
- Assessment and testing of communications tools, including advertising, print materials and Web sites
- Research to generate news – development of research projects that result in clear, relevant, and reliable results, easily explained, with high potential to attract media interest
KRC has offices in Washington, D.C., New York, Boston and London. It also regularly manages multinational studies, including research in North America, Central and South America, Europe, Africa, and Central and East Asia.
For more information, please visit KRC at
www.krcresearch.com.
Media IntelligenceWeber Shandwick’s Media Intelligence provides strategic, in-depth analysis of media coverage, delivering qualitative and quantitative data about influencers' perceptions and industry trends for clients. Media Intelligence looks beyond total clips or impressions, and focuses on key perception-changing metrics such as story presence, editorial tone, message resonance, spokesperson effectiveness and the degree to which coverage associates clients with industry issues or leadership.
Coverage analyses, which can be prepared on a monthly, quarterly or annual basis, show clients how they are tracking to program goals. Clients use these reports to grow their knowledge of competitors and the industry, enabling them to respond quickly and appropriately to budding trends, and better predict how the media will report on upcoming announcements or campaigns.
Media Intelligence services include media audits that inform clients of media categories, publications or specific reporters and analysts that are most influential or prolific in their industry. Media Intelligence also offers benchmarking services, which apply a baseline rating to a client's media coverage in order to set PR campaign goals and measure year-over-year performance.
Media Intelligence has considerable experience in efficient, cost-effective secondary research, with projects spanning a broad spectrum of industries including automotive, consumer electronics, data storage, digital media, food and beverage, law, medical instrument-testing, online services, and more. Regardless of the industry, Weber Shandwick Media Intelligence delivers authoritative findings, which clients use to build PR strategies and improve the effectiveness of media relations.