Qualitative Research

Quality public relations campaigns typically begin with a definition of your target audience. A holistic approach to defining this audience includes not only demographic information and statistics, but an in-depth, qualitative view that gives insight into your target audience’s thoughts and motivations that data alone can’t provide. Tucker/Hall believes this qualitative research — along with quantitative measurements — can help your organization with its communications needs.

Qualitative research takes time and resources, but it can provide valuable insight and help ensure your company makes proper decisions. Qualitative findings act as an explainer to statistics and industry trends. At Tucker/Hall, we value qualitative research as an important tool that can help ensure success.

Types of qualitative research offerings from Tucker/Hall include:

Structured interviews. Tucker/Hall associates conduct interviews with executives in the industry and representatives of target demographics to provide a full range of qualitative information. We want to know how others in the field are making their decisions, and how to best reach individuals with a captivating public image and message.

Internal research. We interview members from all levels of your organization to identify the present company culture and internal values. We look at corporate structure and the attitudes of employees from all departments to improve internal communications. This also helps us to understand the consumer experience when working with various departments of your organization.

Media/communications audits. We evaluate your current marketing materials, past public relations efforts, internal branding and media messaging. Through this qualitative analysis we will be able to determine if your public and internal brand image matches the interests of your target audience based on their interviews and ethnographic research results.

Ethnography and guerilla research. We visit trade show events, observe customer interactions, and conduct mystery shopper research on your competitors to determine how your customers interact with others in your market niche. This provides you with tools to improve the customer experience and draw more people to choose you over others in the industry.

Influencer lists. To reach more of your target audience, you must create a strong reputation in the eyes of major industry influencers. Tucker/Hall connects you to thought leaders that can captivate your audience and publicly endorse you as a trusted industry resource.

Contact Tucker/Hall to learn more about our research methodology tips for PR success. We want to help you create a powerful campaign with research, communications, and crisis PR planning solutions.