AB-Target Audience Analysis
Audience-Based TAA (AB-TAA) is the process of understanding groups within populations and determining how to communicate with them effectively in order to induce behavioral change. This systematic study of people is considered the bedrock that underpins successful Strategic Communication Campaigns.
AB-MOE Assessment Analysis (AB-MOE)
Audience-Based Measure of Effectiveness (AB-MOE) is an evaluation framework specialized for gauging the degree to which a behavioral influence campaign has achieved its objectives. Audience data collected before and after an intervention has occurred enables MSG Defense to measure the overall effectiveness of a Strategic Communication Campaign designed to influence a specific behavior.
Social and Cultural Intelligence
Conducting operations in a foreign country without understanding the social and cultural subtleties will result in a wasteful, clumsy and lengthy process that is unlikely to succeed. Understanding human behavior is critical, and MSG's experience in conducting Strategic Communication Campaigns across five continents, coupled with an extensive network of contacts (that includes subject matter experts and local people) puts Media Scope Group at the forefront of such understanding.
Key Leader Engagement
Effective Key Leader Engagement (KLE) has been described as 'the greatest weapon' in counter-insurgency measures. MSG can establish productive relationships with important officials and influential individuals who know and understand the local human terrain. Successful implementation of KLE can improve the security situation, increase popular support and ultimately play a part in inducing behavioral change.
Quick Looks are purely qualitative reports that can help analysts and researchers conceptualize their ideas and guide further research. Typically they will cover a specific problem space or behavior and provide a brief, yet precise historical overview into that problem space or behavior. Whilst not as comprehensive as a traditional report, Quick Looks are not without their merits, most notably the speed in which they can be produced. Qualitative data can be gathered and analyzed in a short time frame, due to MSG's experience in conducting such research and its extensive, reliable teams of local in-country researchers.
MSG provides research that is based on standard electoral polling services, including closed questionnaires, focus group discussions and Internet research. This type of polling focuses on attitudes rather than behavior and identifies perceptions of Target Groups and key figures and the core issues within a community. Combined with MSG's other behavioral research products, it can help to provide a fully comprehensive picture of the political, social and cultural landscape.
Having established teams of in-country researchers in many countries across the globe, Media Scope Group can provide high quality data collection services for organizations. Our in-country researchers are all locals who have been trained by us to conduct qualitative and quantitative research to a very high standard, including SME interviews and psychological interviewing. In addition, we have specialist teams who deal with research in conflict areas, most notably zero-footprint research and research into sensitive topics.
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