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!