Its How to Scout
There are times when you just dont know and the stakes are too high to venture a guess. Where do you find the answer? You ask. Yes, you ask your publics what they know, what they believe and what would it take to change their thinking by conducting a market research study.
Market research will reveal how well your publics know you with respect to your competition how you are perceived with respect to your competition how your publics formulate their decisions about actions you want them to take
Armed with this information, youre fully prepared to embark on a communication program that is on target, addressing issues has a benchmark against which to compare results.