Often when we get asked to apply our research technique to monitoring it’s for a specific crisis or issue that’s popped up. It can be really useful in painting the more complete picture of how people are reacting, what language and messages are they picking up from media, and a sense of how much heat has been generated.
But there’s a secret that our regular, all-the-time monitoring folks know: if you’re always keeping an eye out, you can also add in some helpful nuance that looks at things other than the fires.
For example, you can look at how your audiences react to someone else’s crisis; or track over time how your reviews are going and measure against the month, quarter, or year for a much bigger picture. A more regular monitoring program helps you better understand your audiences so you can even know the impact of an impending crisis before it really takes hold or not over-react to one that never does. That secret is only activated by listening carefully with carefully trained researchers that work hand in hand with your internal teams – a dashboard won’t know where to look or how to give you that important insight you never knew you needed!
– Dean Browell, PhD
If you’re interested in learning more about your audiences, reach out and we can customize a research plan and approach that works for you: Dean @ discoverfeedback.com .