Polylog's R&D division specializes in providing various types of sociological and market research. Our main areas are reputation audits and brand audits for large companies in backbone industries.
Company reputation studies among specific target groups
- Regular surveys of target groups. PR events are usually aimed at specific groups: journalists, analysts, investors, the business community, niche consumer groups, and others. To evaluate the effectiveness of these events, pre-test and post-test assessments are needed. Polylog offers clients target group measurement using specially designed questionnaires and survey technologies.
- Polls of harder-to-reach target groups (officials, business elite, TV and show-business celebrities, and others).
- Situational studies. Sometimes a company needs information from the market to make strategic decisions. For example, before entering a certain region of Russia, a company must understand the balance of players and evaluate its prospects. Polylog designs and conducts research allowing a company to answer specific questions by polling opinion leaders.
Nonstandard marketing studies
A client might, for example, need to compare the relative prestige of a group of medical clinics. Normally, this would be handled through a sociological study including surveys of clinic users. This is a costly approach, and it is very difficult to obtain accurate information. A nonstandard alternative, potentially much more economical and effective, is to photograph and compare the cars driven by those using the clinics during a specific period of time. Another example is opinion polls among bartenders at targeted bars, which normally provides far more information for beer producers about HoReCa channels than standard, expensive focus group surveys.
Media studies
Media content provides answers to a wide range of questions. Our PR programs for clients include:
- Analysis of media content
- Evaluation of a company's information market share compared to competitors
- Calculation of a company's media presence index compared to competitors; other media studies
Evaluating the effectiveness of a company's PR activities
Evaluating the overall effectiveness of PR is difficult and the subject of constant debate. However, evaluating the PR activities of a specific company is easier, as it involves a specific goal, making it possible to model the optimal result and the key effectiveness indicators. By working with Polylog, companies receive:
- KPIs: a system of balanced indicators for PR activities
- Conversion of PR KPI's into financial figures (for reports)
- Methods for efficient distribution of funds among various types of PR activities