Public Affairs Research

Lindholm Research integrates a range of methods, including survey research, qualitative research, microtargeting, geo-demographic analysis, and media buying and planning, in order better to understand what the public wants and then how to communicate your message.

Lindholm Research ties all your numbers together. The survey research gathers the attitudes and opinions. We then use statistical techniques to extract even more out of the data. We also bring in qualitative techniques to “put flesh” on the data.

In addition to the survey and qualitative data, we have the ability to bring in geo-demographic and microtargeting methods. These methods can either supplement the survey and qualitative analyses or can be used when those analyses are unavailable.

Finally, Lindholm Research does media buying and planning because we’ve learned that all the detailed research in the world won’t work if you can’t implement it.

 

Survey Research

Public opinion surveys and analysis are at the core of everything we do at Lindholm Research. We utilize a myriad of approaches – including baseline, trend and tracking campaign surveys – to scrutinize the interplay of demographics and decisions in society. In this way we uncover perceptions and beliefs and draw out the most relevant information.

The need for incisive sample gathering and appraisal is critical to crafting powerful campaigns and effecting change. Yet most research firms merely ask questions and run cross-tabs, ending their research efforts at the point where our team is barely beginning.

We carefully comb through the data we collect, utilizing the most advanced statistical methods in order to extract more out of every interview. Our methods include:

  • Latent Issues Analysis
  • Segmentation Analysis
  • Key Driver Analysis
  • Discrete Choice Analysis
  • Rasch Analysis
  • Perceptual Mapping
  • Verbatim Response Analysis

 

Qualitative Research

Qualitative research fleshes out the attitudes and opinions by digging into the details and finding the nuances.

The qualitative research methods used by Lindholm Research, like everything else done by the company, keep to the highest standards.

The qualitative methods include both the standard focus groups and the more sophisticated ethnographic methods.

Focus groups characterize opinions in greater detail and with nuance than can be done with surveys. Focus groups flesh out opinions and attitudes. Good focus groups “focus” on key demographic groups and on real solutions.

Ethnographic research, the close in-situ observation of a group of people as is typically used in anthropological research, is now, more and more frequently, used in marketing research and product and service development.

 

Microtargeting

In-depth, insightful analysis is critical to the success of any project. Yet those analyses contingent on contact with the public often fall short of their potential when the time comes for implementation. Too often we see the breakdown happen between the research and strategy phase, at the point where optimal utilization of media channels is crucial.

Lindholm Research applies a variety of methods to the data in order to make your data work even harder. For instance, we can analyze the data using the following:

  • Regression
  • Discrete Choice Analysis
  • CART and CHAID

 

Geodemographic Analysis

Geodemographics is the description of people according to where they live, derived from the study of spatial information.

The geodemographic research methods used by Lindholm Research, like everything else done by the company, keep to the highest standards.

The geodemographic methods apply both the more standard geographic information system (GIS) mapping and the more sophisticated statistical methods to geodemographic data.

Lindholm Research sees GIS mapping as a critical way to visualize the data. And when it becomes necessary, we can apply the most advanced statistical methods, including ecological statistical inference, to the data.

 

Media Buying and Planning

In-depth, insightful analysis is critical to the success of any project. Yet those analyses contingent on contact with the public often fall short of their potential when the time comes for implementation. Too often we see the breakdown happen between the research and strategy phase, at the point where optimal utilization of media channels is crucial.

That’s why we offer full-service media planning and buying services. We study the data and analysis that results from your research efforts, and deploy it for media planning. From the beginning of your project we design a system that ensures we can match the demographics and psychographics of your audience, translating to real-life print, radio and television.

In the world of media planning and buying, most companies use either one of two primary approaches: buying by cost per point or buying by intuition. There are good reasons for either but, in our case, we see each one alone as needlessly limiting. Instead, we use detailed demographic data and integrate it with information from qualitative reports to get the best possible handle on your customer. After we do all of this, we link the demographics to the messaging.

To accomplish this we utilize the data and insights gleaned from our research work. Then, we use the following consumer data and media market tools to build a plan:

  • Arbitron
  • Media Audit
  • Nielsen
  • Scarborough
  • Simmons
  • Customized Research

In every case, we pay attention to the reports that include more than just the high-level numbers. We have data at the respondent level, which means we can really match your message to the right media.

 

   
 
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