January 2021

“The use (and abuse) of Survey research in Communications practice – lost opportunities” with Speakers: Annabel Dunstan, Founder & CEO of Question & Retain and Colin Wheeler, Managing Director of Survey Solutions. 

This session looked at:
· How research is used in other areas e.g. customer satisfaction results to drive improvements in experience and improve loyalty/advocacy
· How research is often used in the communications function
· Why are there differences and what do these mean for practitioners and clients in communications
· The implications for media monitoring and insights
· The opportunity for practitioners, clients and monitoring agencies to use this type of data more effectively
· Barcelona Principles and the Integrated Evaluation Framework – making you look good!