Conducting research among a specific target audience can strengthen your PR strategy by creating newsworthy content for trade journals and other media. Here are steps and tips to effectively set up such a study.
Targeted audiencesConducting research among a specific target audience, such as IT professionals or young mothers, can be more challenging and expensive than conducting research among a representative group of a thousand Dutch residents. The advantage, however, is that you gain specific knowledge, which is highly suitable for trade journals. For a smaller target audience, 100 respondents are often sufficient to obtain valuable insights.
How to set up research among a specific target audience?1. Brainstorm
Determine which topics are relevant in your sector. Think of current issues such as a shortage of suitable labor, new legislation, or prejudices that need to be debunked. Make a list of two to five topics to create statements for.
2. Create statements
Use statements that can be answered with agree/disagree instead of open-ended questions. This makes the survey easier and faster to complete, increasing response rates and yielding newsworthy insights. Examples of statements:
- “It's becoming increasingly difficult to secure financing from the bank.”
- “I value a high salary more than having nice colleagues.”
- “The government should make it easier to bring talent from abroad to the Netherlands.”
- “I only want to work for a company where I can obtain shares over time.”
3. Set up an online survey
Use tools like Typeform or Google Forms to design your survey. These tools make it easy to structure your questions and make the survey appealing to respondents.
4. Ensure distribution
Explain why someone would want to participate in the survey and consider a reward such as a prize draw or sharing valuable insights afterward. Distribute the survey through:
- Email to customers, prospects, and other contacts.
- Company and employee social media channels.
- LinkedIn ads to promote the survey.
- Phone contact if other methods do not yield sufficient response.
Practical example: A company focused on sustainable energy can survey IT professionals about their vision of the future of green technology. This research can be shared on LinkedIn and via newsletters to reach a broad audience.
5. Conquer the world with this content
Use the obtained insights to write press releases and share the results with relevant media. This creates valuable content and increases your company's visibility.
ConclusionConducting research among a specific target audience offers unique insights and creates newsworthy content for trade journals and other media. By carefully planning and distributing, you can generate valuable content that strengthens your PR strategy. Need help setting up research? Presscloud is ready to support you!
