Assessing research needs
Before initiating any research programme, it is worth checking what information is already available to you. Sometimes another part of your organisation may have what you need, or there may be relevant information on the web. For example, it may be possible to make use of existing brand tracking or employee survey data. It may not be exactly what you need, but it can be very cost-effective.

Stakeholder Studies will conduct the review for you, re-analyse existing data for your purposes, and advise you on what new research you really need.

The importance of research design
The importance of good questionnaire design, and top-level interviewing and focus group moderation, is generally understood even though achieving it is seldom as easy as it looks. The quality of sample design, respondent recruitment and survey administration is less often questioned by communications professionals. Some can call on the support of a marketing or employee researcher. For those who cannot, Stakeholder Studies will provide guidance, with backup from statisticians and other technical specialists as required.

Multi-country research presents special design challenges, and variations in method are sometimes needed to reflect national difference in demographics, cultures or business practices. A method that works well in one country can produce grossly misleading data (and wrong decisions) in another. However, we recognise the need for international comparability, to enable global or regional decision making. We will steer you towards the best solution, local or global.

Managing the research process
Stakeholder Studies undertakes most types of stakeholder research, either as ‘prime contractor’ or consultant, including:

- Literature reviews, web searches
- Issues monitoring (with Echo Research)
- Focus groups
- Depth interviews
- Surveys, on- and off-line.

In recent years, there has been a tendency among communication researchers to focus more on service than technical quality. For Stakeholder Studies it is not ‘either/or’, it is ‘both’.

From research to communication
This is where Stakeholder Studies adds the most value. Our partners are all either research practitioners who understand communications, or communications practitioners who understand research. Whether or not we have collected the data, we can take it and turn it into strategy, and make it work for you.

We also run workshops and seminars for non-researchers on the design, management and application of communication research, in standard form or tailored to your specific needs.

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