Communicating the Value of Preservation: A Playbook (2012) / Chapter Skim
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Pages 54-59
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54 Chapter 6. Market Research 6.
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Communicating the Value of Preservation: A Playbook 55 Market Research 101 Market research can be broken into three categories: • Formative Phase Research -- This is market research conducted in the early stages of preparing a communication campaign. It is used to help form communication strategies.
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56 Chapter 6. Market Research stakeholders as interviewers.
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Communicating the Value of Preservation: A Playbook 57 feedback through an informal focus group session. Some important steps to follow for successful focus groups include the following: · Determine goals and objectives: What do you want to know from your stakeholders?
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58 Chapter 6. Market Research to ask?
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Communicating the Value of Preservation: A Playbook 59 • News Clippings -- This research tool is helpful for identifying trends in the attitudes of community members and can be used to assess awareness of an issue. Many DOTs already monitor online and news coverage; however, if your DOT has not done this in the past, it's simple to implement.
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