Taking the Mystery Out of Measurement

Using focus groups, surveys and executive interviews to improve your communications and move from ‘order taker’ to ‘strategic counselor’

The most respected and successful communicators in the industry all realize one thing: you can’t succeed—or prove your success—without communication measurement.

Great communication starts with listening—to your audience, your leaders, and your managers. Not only does successful measurement improve the quality of your communications content and channels . . . it also gives you the information you need to try new things, be more strategic, make the important interesting, and do less and do it better.

In this practical session, noted communication measurement expert Cindy Crescenzo will show you:

• How to harness the power of “The Holy Trinity” of measurement tactics: focus groups, surveys, and executive interviews, and use them together to get a complete view of your communications.
• How do to “guerilla measurement” on your own—without having to hire a high-priced consultant.
• What to do with your research once you’re finished gathering it . . . and how to get the most out of it.
• How to use your research to change the role of communications at the company.

We’ll use real-life case studies to show you:

• Measurement tactics and tricks for time-strapped communicators who are on a shoestring budget;
• How to get the data that will drive your communications forward—without driving you crazy;
• What kinds of research will yield the most bang for your limited buck;
• How to conduct interviews with executives that will establish you as a strategic business partner;
• How to set up and run “guerilla-style” focus groups that will tell you what’s working and what isn’t;
• How to package the information into presentations that you can use to drive change in the organization.