Primary Research: gather original information through surveys, interviews, focus groups, and observation.

Message Testing: use audience research to test whether proposed language is clear, credible, relevant, and persuasive.

Campaign Measurement: measure a campaign’s effects on audience understanding, attitudes, and behavior, and its progress toward stated goals.

Media Analytics: analyze volume, tone, reach, themes, and patterns of news coverage and online discussion.

Media Monitoring: track news coverage and online conversations for relevant mentions, emerging concerns, public reactions, and trends.

Reputation Measurement: measure audience perceptions, identify what drives them, and track changes over time.