Understanding the markets, language and behaviors of your target audiences infuses your communications with meaning, relevance and impact. From planning through execution and evaluation, our expertise gives you the intelligence you need to make informed decisions. We help inspire action in the right places at the right times by investigating customer attitudes, evaluating trends, tracking the competition, and measuring the impact of your campaigns.
Informing through insights. Improving through analytics. Better context means better strategy.
Response Strategy for Looming Issue
With a hot-button issue on the horizon, a client wanted to proactively guide the development of a comprehensive response strategy. Taking hold of the situation, G&S placed dedicated search parameters on our listening tools, established access to the client’s website analytics and built a custom, secure dashboard that was ready to go at the flip of a switch. When the issue was triggered, we rigorously tracked stakeholder conversations and monitored the client’s Web traffic, paid search performance and content downloads to shape an appropriate strategy. With daily analysis dynamically updated through the client dashboard, we reported on the strategy’s success and crafted real-time responses with tailored messaging based on trends.
Mixed-Method Research for Brand Exploration
When a manufacturer wanted to create a new brand promise statement, the client turned to G&S. To ensure we developed a name that truly communicates what the company stands for, we employed mixed-method research: competitive audits, surveys with various internal and external stakeholders and one-on-one interviews with customers. We put our ideas to the test, using our proprietary I Power™ session to determine which concept would ultimately resonate best with stakeholders. The result? A statement that balanced the equally important goals of representing the company and connecting with consumers.