Burson-Marsteller's reputation as a trail blazer in public relations research builds on Harold Burson's legacy of listening carefully and solving problems with facts, not fancy. Primary research is our tool for listening and gathering facts. Burson-Marsteller's proprietary knowledge, based on our award-winning primary research, encompasses research studies on brands, corporate and CEO reputation and the e-fluentials®. Our research has been featured in The Wall Street Journal, The New York Times, USA Today, The Financial Times, PRWeek, and The Holmes Report, among dozens of other publications around the world. Our on-going studies cultivate a steady stream of innovation in our public relations/communications thinking and continuously builds the intellectual capital on which we base our client work.
In addition to Burson-Marsteller proprietary research, we conduct individual primary research studies for clients to help scope their public relations programs. Answers to questions such as "Where can I best reach my target audience?," "What message is most compelling to my key customers?" and "How are my current communications resonating with my employees and customers?" help define and optimize the impact of our clients' communications programs. Through our research partners we are able to access hard-to-reach niche segments and far-flung global audiences based on client need. Coupling our intellectual capital with client-specific insights helps Burson-Marsteller give our clients an informed perspective which is unrivaled in the world of public relations.
Our research team also employs a range of measurement techniques – based on our Burson-Marsteller Measurement Dashboard - to provide a comprehensive view of the campaign's effectiveness. That is, we measure each individual tactic of the campaign, as well as the impact of the campaign on the whole, to provide a 360º perspective on which components of the program drove the strongest outcomes. Understanding that every public relations campaign is unique, we focus on measuring the campaign impact against specific pre-determined goals including shifts in awareness, attitudes and behaviors.
Specialized research products and services that Burson-Marsteller offers our clients include: issues monitoring and analysis, Web audits, employee research, crisis monitoring, business and environment analyses, creative ideation and client intranet development. Our commitment to the financial success of our clients means a commitment to these cutting-edge capabilities and more.