Strategic Services
The need for powerful insights to drive effective communication has never been greater. As our clients grapple with complexity, confusion and change, they want to cut through the information overload to something meaningful.
At Hill & Knowlton, we use primary and secondary research and specialist resources to deepen our business intelligence and reinforce our audience understanding. H&K's strategic services department employs a number of resources to understand and track audiences, and to assess the client's business and competitive landscape.
We draw on insights derived from robust research to develop campaign strategies that are built to achieve clients' business objectives, and are on brand and on target. We examine the key target audiences by demographics, psychographics and technographics, and identify the best methods for engaging these audiences. Through research, we determine which messages most resonate with each audience and which communications channels should be used to reach them. We also determine the appropriate metrics and measurement tools required to track outcomes against agreed communications and business objectives.
We employ a host of research resources including DataMonitor, Factiva, BrandZ, H&K proprietary tool RADARTM and others, to ensure our solutions are driven by true brand and audience understanding. We also directly monitor media, blogs and online communities. And to obtain first-hand understanding of the target audience mindset, we often conduct quantitative and qualitative primary research.
We use these tools on a global basis to keep our finger firmly on the pulse - to understand the issues and trends and the 'movers and shapers' who lead them. And by doing so we empower our consultants and our clients across all industries and geographies to create and carry out more effective communication.