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