Financial sector values range of R&E techniques

In-house departments in the financial services sector use a broad range of research and evaluation (R&E) techniques and no longer rely solely on media evaluation and Advertising Value Equivalents (AVEs).

In-house departments in the financial services sector use a broad

range of research and evaluation (R&E) techniques and no longer rely

solely on media evaluation and Advertising Value Equivalents (AVEs).



Of ten in-house departments questioned in a PR Week straw poll, six make

use of quantitative research such as opinion polls and surveys. Six out

of the ten companies questioned still use AVEs but only as one of a

number of methodologies. Half of those questioned make use of

qualitative research such as focus groups.



In-house teams are also increasingly sophisticated in the depth of the

media analysis they carry out. All departments questioned conducted

favourability analysis, which assesses whether coverage is negative or

positive. Eight carried out message analysis, measuring to what extent a

particular company message has penetrated the media.



The poll confirmed that PR R&E findings are used at the highest level in

financial services companies. In all cases senior management make use of

R&E findings.



Leader, p9.



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