All of MSG Social’s work is data-driven and research-led, and typically falls in two stages – the first concentrating on quantitative data and the second on deeper, more qualitative investigation.
MSG Social will normally seek to work with local researchers – either professionals from a local research agency, or psychology students recruited from universities – all of whom are first trained in our methodologies. Whilst each researcher will be tasked to gather valuable information, no individual, other than the MSG Managers will have access to the purpose and objectives of the work being commissioned. This not only ensures confidentiality, but also makes it easier for MSG Social to cross-tabulate research findings to ensure efficiency.
Once the preliminary data (normally quantitative biased) has been gathered it is sent to MSG Social, where an initial diagnosis is undertaken – Strategic Campaign Planning. Preliminary findings are then used to inform the next phase of the research – Target Audience Analysis, which requires a far more exhaustive qualitative investigation into the audience.
Once this secondary phase is completed the data is again analysed in London and Campaign Intervention Strategies are formulated. These are then reapplied to the target audience as interventions for resonance testing – adapted where necessary – and finally delivered to the client.
At the beginning and throughout the process, baseline measurements of existing behaviors are always conducted to use as benchmarks later in the program to establish an audience based measure of effectiveness, to verifiably demonstrate the success of the campaign throughout and after its implementation.
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