Thursday, July 29, 2010

Using Research to Solve Client Problems

Earlier this week, I met Hertha Meyer, Senior Vice President, Research, at GolinHarris. We had a fascinating conversation about how she uses research to solve client problems and also look for opportunities for clients.
Much of her work involves analysis of secondary data. So often, we think we must rush out and do more primary research, but secondary data can be rich in information that clients and their strategists at GolinHarris find helpful.
Hertha has had a very interesting career and lived around the world while working for several different companies.
Her work here allows her to also track issues for clients. Issues management is becoming increasingly important in public relations.
Societal trends and issues are of great interest to clients, too.
The secondary data available through a number of different vendors can be analyzed to create client reports and track media coverage, too.

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