It's everywhere. And it's at the forefront of many conversations these days.
But there are different ways to gather, analyze and distribute this data -- and, depending on your industry and audience, some approaches might be better than others.
In traditional enterprise settings, analyst firms like Gartner, Forrester and IDC tend to still dominate the third-party research arena, while on the consumer side, organizations like Omnibus have been the go-to to help create quick data points. Each of these can be expensive and time-consuming.
So are they worth it? It, honestly, depends.
In some cases there are cheaper, more DIY alternatives, but it ultimately depends on several factors including your audience and what you are trying to achieve. Sometimes a quick SurveyMonkey survey will do the trick but in others, having an independent, unbiased research team engaged provides more legitimacy to the project.
Regardless of your approach, it is important to be transparent. If you are sharing data points and survey results with members of the press, clearly explain your methodology and whether you sponsored the report. Just like with their regular reporting, journalists will come to their own conclusions and share their perspective with their readers accordingly (remember... this is earned media, not advertising).
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.