Market Research

“Understand the audience before deciding how to reach it.”

For our political and governance clients, market research is mainly about understanding people: how different groups perceive a leader, party, institution or programme; which issues matter to them; what they remember from communication; and where public experience differs from institutional intent.

PEOPLE-FIRST RESEARCH

Our Focus

This practice is designed primarily for political leaders, governments, parties and civic organisations. The purpose is not product marketing; it is to understand the people a client serves, represents or hopes to engage.

Analytical Framing

Two Sides of the Same Work

Market Research

Who are my audiences & how do they perceive me?

Perception, brand equity, communications effectiveness, and granular audience segmentation.

Opinion Polls vs Strategic Research

Point-in-time sentiment vs. Macro landscape

Opinion Polls measure instant issue sentiment, while Strategic Research maps the macro policy environment.

Practices & Deliverables

What We Do

Brand & perception research

Measure current awareness, associations, trust and credibility, including how perceptions differ across demographic or geographic groups.

Brand awareness measurementTrust and credibility mappingDemographic perception breakdownCompetitor perception comparison

Issue salience tracking

Track which issues are gaining or losing public importance and identify concerns that may be prominent locally but weakly represented in formal communication.

Issue priority rankingsGeographic variation mappingDemographic issue splitsSalience trend tracking

Communications effectiveness audit

Test whether communication is reaching its intended audience, whether people understand it as intended and how they respond to its tone and content.

Message comprehension testingReach and awareness measurementTone and reception analysisAudience gap identification

Audience segmentation

Segment audiences by relevant demographic, behavioural and attitudinal characteristics so communication and policy can be better tailored to different groups.

Demographic segmentationPsychographic profilingEngagement level mappingMedia consumption habitsSwing group identification

Policy & programme reception research

Pre-launch concept testing and post-implementation reception research for government programmes and policy initiatives.

Pre-launch concept testingPost-implementation receptionBeneficiary feedback researchOpposition mapping

Longitudinal & tracking research

Repeated research over time tracking how perception, issue salience, and communications effectiveness evolve across the election cycle or government term.

Perception tracking over timeCampaign effectiveness monitoringIssue salience trend studiesWave-based research

Stakeholders & Partners