Research
Powerful insights to drive effective communication - today the need has never been greater. As our clients grapple with complexity, confusion and change, they want to cut through the information overload, to reach the essence. The end of the story is to get results, but the beginning is to truly understand the issues and trends, and the "movers and shapers" who lead them.
Hill & Knowlton has global teams dedicated to providing useful research-driven intelligence and insights. We harness the latest in technology and sources, both directly and through our partners.
To ensure our solutions are driven by true brand and audience understanding, we benefit from a host of WPP proprietary research studies including BrandZ™, PartnerZ™ and ReputationZ™. We have also created our own tools such as iRadar™ to monitor media, blogs and online communities. Understanding of the target audience mindset needs to be gained first-hand which is why we conduct primary research, both quantitative and qualitative, using WPP research partners and other leading companies. Subscribing to consumer trend reporting databases also allows us to target consumers by demographics, psychographics and behaviors, such as media consumption.
We also have sophisticated systems to analyse this media. Qualitative media analysis is carried out by our partner company, ComMetric, which provides benchmarking against competitors as well assisting focused and responsive communications management. This partnership also gives us exclusive access to a unique planning tool, “Influencer Network Analysis”, allowing rapid identification of the key opinion formers and media driving any issue. Our partnerships with Factiva and Lexis-Nexis give us access to a massive combined media database, and to their suite of key media metrics.