Communication Measurement and Audience Research

Understand your audiences, evaluate your current vehicles, and get the insights you need to build a successful communication plan.



As trainers and consultants, we always find ourselves saying the same thing: “Do less and do it better.” But how do you know what to do away with? How do you convince executives that you need to communicate differently? How do you move from “everybody’s private publisher” to strategic communication counselor?

Bottom line: You can’t make the move without research and measurement. They are the foundation for every successful communication plan.

What’s working? What’s not? What’s important to your audiences? What’s the best way to reach them? How can you not only deliver messages effectively, but also make them relevant to whoever is receiving them?

Crescenzo Communications can help you understand your audiences and conduct the research you need to create communications that are tied to your organizational goals and strategies, but still engage your audiences.

These measurement and research options are designed to be flexible with your needs and your budget, as you can mix and match any or all of the services you feel you need. However, when used together, these services are proven to give you in-depth, well-rounded input from your leaders, your audiences, and industry best practices — all of which will help you to create and carry out a solid communication plan.

Vehicle Analysis

Every organization has many different vehicles to communicate with their audience: online articles, print publications, social media tools, user-generated content, e-mail, multimedia and face-to-face.

We’ll work with you to collect examples of the vehicles from your organization. Using our 20+ years of experience studying and creating communication vehicles, we’ll assess your vehicle strengths and weaknesses based off your communication goals.

We’ll evaluate how your vehicles integrate with each other. Are there holes or redundancies? Do you use each vehicle to promote the next? Are you using each vehicle to its fullest strength? Is there a vehicle you should use but is currently missing? Are they the right vehicles for your various audiences—both internal and external?

Our final report will summarize our findings and outline recommendations on what to improve, what to kill and what needs to be added to the mix.

Want to get even more out of your vehicle analysis? Instead of conducting your vehicle analysis remotely, you also have the option for an ‘onsite’ vehicle analysis. We’ll come to you and review all of your materials as described above. But, when we get onsite, we can then add a Communications Team/Editorial Assessment to your overall Vehicle Analysis:

Communication Team/Editorial Assessment We’ll meet with you, your team and anyone involved in the communication process in your organization. During our meeting with you and the team, Steve gets an in-depth look at your vehicles, your editorial process and how you work together. He’ll get an idea of what’s working and what’s not working when it comes to creating the content itself. He’ll look at the strengths and weaknesses of your communication process and flow of information.

This onsite interaction gives you a more well-rounded look at your vehicles as well as your editorial process as a whole. These additional findings, along with the findings and recommendations from your Vehicle Analysis are included in your final report.

Intranet Analysis

Employees are your most important audiences. How well are you communicating with them? A big part of any employee communication strategy is the intranet. That’s why we’ve created a separate category for Intranet Analysis. It’s that important.

We’ll take a look at your intranet and provide feedback based on the needs of your workforce, company goals and strategies, best practices in the industry and award-winning sites.

We don’t focus on the technology aspect of your site, though we can and often do work with IT/IS to make things happen. Instead we focus on the content. We’ll look at all of the communication elements of your intranet including:

  • Layout/Usability
  • News
  • Social Media
  • Multimedia
  • Executive communications
  • User generated content

In addition, we answer the following questions: Are you writing in the right style and tone for an online site? Are you writing and creating content that encourages interaction, whether it’s online commenting, rating, sharing, etc.? Are you using visuals in the best way for an online site? Are you using multimedia to compliment and/or tell your stories? Is the overall layout/design/interface easy for the user to find what they want and does it highlight the most important news?

Our findings are wrapped up in a final report, along with screenshots of some of the best sites out there so that you can understand how to apply our recommendations to your site.


Surveys are critical to a good research strategy because they give you the numbers you need to change how you communicate to your audiences. We don’t believe in a “one-size fits all survey.” We’ll work closely with you to understand what information you need to find out from your audience and develop questions that will deliver results.

We’ll define the goals and objectives for your survey, create the questions that will deliver the insights and answers you need to put together a successful communication plan, and we’ll build a plan to distribute your survey (both online and offline, if needed).

Your questions can be developed to find out any of the following points:

  • Basic demographics
  • Satisfaction of current communications
  • Satisfaction of current communication vehicles
  • Awareness of services/benefits
  • Awareness of changes in services/benefits
  • Best channels to reach your audiences
  • Perceptions of the organization and its services
  • Topics of interest
  • Usage of social media and multi-media tools
  • Website and/or Intranet features and usage
  • Understanding of what’s missing from current communications
  • Understanding of what’s working with current communications

Once we receive the responses, we’ll analyze the survey results and write a final report detailing our findings as well as provide recommendations for moving forward.

Focus Groups

Focus groups are a form of qualitative research that deliver powerful quotes, anecdotes, and perspectives. They help you to see the ‘why’ behind your numbers and will paint a clear picture of your audience’s perceptions, beliefs and attitudes.

We’ll work with you to define your groups and participants, craft a discussion guide that fits your specific needs, conduct the groups and analyze the findings. Your final report will include highlights, trends, gaps, and of course, the best quotes that help you see where your communications stand.

Executive Interviews

Are your communications strategic enough? The only way to find out is to talk to your executives and leaders. We’ll interview them and get their insight on how they feel about current communications and what they expect from communications in the future. All of the findings will be included in your final report.