Opinion Research Color

The Importance Of Opinion Research & Message Development

3 mins

You wouldn’t build a house without a blueprint, so why build a campaign without research? In the fast-paced world of issue advocacy, it’s not enough to have a cause and a message – you need to understand your audience and deliver your message in a way you know will resonate with them. Let’s briefly explore how qualitative and quantitative research can make all the difference in rallying support for your cause.

Qualitative Research: Uncovering Insights and Deepening Understanding

Qualitative research is the art of delving deep into the minds and emotions of your target audience. It generates non-numerical data, including comments, attitudes, and impressions. This type of research helps us gain a nuanced understanding of specific issues and how people relate to key concepts.

When advocating for a cause, understanding the sentiments and perceptions of your audience is invaluable. Qualitative research allows us to:

  • Identify Pain Points: By listening to your target audience’s comments and opinions, we can identify the pain points and concerns that are most relevant to them. This insight helps in tailoring your message to address these specific issues effectively.
  • Craft Empathetic Messages: By grasping the attitudes and emotions associated with a particular issue, we can craft messages that resonate on a human level, making it more likely for individuals to relate to and support your cause.
  • Uncover Unarticulated Needs: Sometimes, people may not even be aware of the needs they have. Qualitative research can uncover latent desires or concerns that, once addressed, can motivate people to take action.
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Quantitative Research: Measuring and Shaping Public Opinion 

While qualitative research helps us understand the emotional and psychological aspects of an issue, quantitative research provides the numbers that enable us to measure public sentiment.

Quantitative research is crucial because it allows us to:

  • Gauge Public Opinion: Knowing what percentage of the population supports or opposes an issue is essential for designing advocacy campaigns. It helps set realistic goals and benchmarks for success.
  • Track Trends: Quantitative data allows us to identify shifts in public opinion over time. This information is vital for adjusting your messaging strategy as the social and political landscape evolves.
  • Segment the Audience: By breaking down quantitative data into different demographic or psychographic segments, we can target specific groups more effectively, tailoring our messages to their preferences and priorities.

Qualitative and quantitative research provide the foundation for message development. Once we have a clear understanding of what motivates or concerns our audience, we can craft messages that resonate and inspire action.

For more information about Opinion Research and Message Development, contact us today.


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