Research focus group research questionnaires surveys in-depth interviewing techniques Target Group Index mystery shopper exercises competitor research Evaluation media monitoring white papers Ptarmigan PR public relations consultancy company agency marketing Consumer Business-to Business b2b Sports Marketing Public Sector IT

Research & Evaluation

Good research can provide the basis for effective action. It can influence creative thinking, strategy and campaign tactics, saving time, money and heartache by providing crucial insights that may prove to be the difference between success and failure. Research should be the first step and cornerstone of any public relations programme.

Ptarmigan's consultants place a great deal of importance on understanding buyers at both a segment and individual level, as well as the key characteristics of the markets they inhabit.

Here are some of the tools the team uses regularly as part of the campaign development process:

• focus group research
• questionnaires and surveys
• in-depth interviewing techniques
• Target Group Index
• mystery shopper exercises
• competitor research
• Government statistics

• White Papers and Parliamentary reports
• research by think tanks and academics
• publications by analysts and other industry experts
• detailed stakeholder audits
• media monitoring
• electronic desk research

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