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Market and Communications Research Inc.

The examples below offer some glimpses of recent studies conducted by MarCom Research, Inc.:
  • To aid in a ballot-box campaign, MarCom surveyed registered voters statewide for a national association. The resultant data indicated that although voters were not sympathetic to the association's membership, they were compelled by the strength of their argument. As a result, the association was able to craft a message that avoided unnecessary pitfalls.

  • MarCom developed and implemented an expansive media content analysis to help an association of the leading US biotechnology firms understand how the industry and their products are being portrayed.

  • As part of a large study on infertility, MarCom researchers surveyed thousands of women through the Internet, finding that many important issues surrounding infertility were not well understood. As a result of the data, the client PR firm was able to garner millions of impressions by announcing the results of the survey in Newsweek , The New York Times , etc.

  • To help a multinational corporation improve its internal publications, numerous focus groups were held with European, Canadian, and U.S. employees.

  • Assessing the draft annual report of a major telecommunications company, MarCom focus groups detected that the report had downplayed the topic that most impressed and excited both financial analysts and investors.

  • An overnight survey discovered that the client had not been significantly harmed by a harsh newspaper editorial; as a result, an expensive advertising campaign to respond was canceled.

  • A worldwide employee e-mail survey found that sales and marketing personnel overwhelmingly wanted a complete, urgent overhaul of the packaging and distribution of a major product.

  • A "meta-analysis" of 50 prior research studies (conducted over a ten-year period by several different research firms) was conducted for a large diversified company in order to synthesize key consistent patterns and to design a future research agenda to fill gaps, avoid duplication, and effectively build on prior research.

  • A quarterly content analysis tracked media coverage of the products of a pharmaceutical company and its competitors; the findings documented that the company was doing a good job in communicating its key messages and that most of its products were receiving better news coverage than were its competitors.

  • Thanks to a previous benchmark survey, it was possible to conduct a "before and after" analysis by surveying the community again after a crisis hit one client. The pre/post comparison revealed that the company had done an outstanding job in reassuring the community and did not need to dwell on the mishap.

  • To help a non-profit group design a major new monthly magazine, MarCom Research conducted eight focus groups around the U.S. with prospective subscribers. The focus groups produced a blueprint for the new magazine that has been followed closely by the editor and publisher. To date, circulation has exceeded their most optimistic original projections.

  • MarCom's survey confirmed a corporate-level manager's suspicion that local supervisors did not want to admit that the company had suffered a serious set back in a community where the company had a large manufacturing plant. The survey (as an objective, third-party measure) helped her to persuade them of the need to undertake a major communications initiative to correct the misunderstanding.

  • In several Southern communities that were believed to be fully supportive of the company's local manufacturing plants, MarCom surveys alerted officials to growing public discontent on certain issues, thereby stimulating the company to undertake both policy changes and new community relations efforts.