Market Research: Planning, And a Little Math, Go a Long Way

Actions may speak louder than words, but numbers speak louder than actions--at least where getting C-suite buy-in is concerned. Hence the importance of measurement, metrics, accountability, quantifiable outcomes, analysis. No matter your preferred label, as a communications professional, you have surely been faced with the challenges (and opportunities) presented by the now-necessary fluency in "number speak." And, like many other executives, you may be neglecting market research, which forms the foundation of all measurement and which is required to make all subsequent efforts valid and high-impact. "Sadly, market research often doesn't fit at all into measurement and analysis efforts as far as communications professionals are concerned," says Mike Daniels, managing director, Report International.

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