PR SURVEY TIMELINE QUESTIONS ANSWERED

Brands need to be able to stay relevant in a market where everyone is competing for attention.  On top of the competition, things move fast… you need media coverage ASAP. PR surveys offer fast turnaround times with relevant, eye-catching insights, which is just what your brand needs.

When thinking about a PR survey it is most important to answer the following questions:

• What is the objective of this research?
• Who are you sampling?
• How many respondents do you need?
• When do you need to have your results?
• How will you use your results?

Once the answers are gathered for these questions, let us begin the timeline…

QUESTIONNAIRE DESIGN AND CONSULTATION IS THE NEXT MOST IMPORTANT PART OF THE PR SURVEY PROCESS.

• Stakeholders will collaborate with the research team to tackle objectives of the survey.
• Factor in a minimum of one week from sample stat development to original questionnaire concept to the final approved product.
• This process can sometimes be the lengthiest when factoring in back and forth between agency and client, questionnaire revisions, and approvals.

ONCE THE QUESTIONNAIRE IS APPROVED…

Researchers will begin to script and program your survey into a robust online market research platform. Scripting involves inputting text from the written questionnaire form, while programming involves implementing survey design features such as page breaks, demographic quotas, conditional questions, logic gates, etc.

• Scripting and programming typically takes approximately 1-2 days to program the PR survey into the online platform.
• Testing the survey before launch…
  • Ensures there are no errors in programming and logic.
  • Ensures the online survey runs smoothly for respondents.

LIFT OFF! LAUNCHING THE SURVEY INTO THE FIELD:

Fielding a general population survey can usually take 2-5 days to reach all qualified respondents. (Specialized B2B survey samples can take 10-14 days.) Luckily you can launch a survey at nearly any time.

• Typically, the survey will fill qualified completes rather quickly at first.
• There are then several quotas (region, gender, etc.) that may take longer to reach.

FIELDING IS COMPLETE. NOW WHAT?

After the survey has completed fielding, the data extraction begins. The data analyst will begin to parse out the data and extract the data from the online platform. Once extracted, the data analyst will compile a reader-friendly report of results.

• This process typically takes about a day or two.
  • Now that the data has been cleaned up, we can now begin discovering those data point gems and newsworthy stats. (This process takes another day or two, as there is often a wealth of information.)
    • Once this process is completed and we write our analysis, we let the data breath…
      • Did we catch all our important headlines?
      • Did we say everything we needed to say?
      • Did we examine the data from all angles?

From start to finish, you’re looking at a process of 1.5 to 3.5 weeks to complete a PR survey. Depending on the complexity of the research project, we’ll build in extra time to carefully comb through the findings and re-certify our results… even under quick timelines.

Contact the 4media group Atomik Research team if you have any additional timeline questions.