Qualitative market research and analysis to inform communications strategy
What we do: We provide qualitative market research and analysis to inform communications strategy, and to track communications needs and outcomes. Our particular specialty is conducting research in emerging markets and the developing world. We believe that only by undertaking thorough research among key target audiences can you have any real understanding of their knowledge of the issues, their receptiveness to your messages, and whether your activities are having an effect.
Our impact: Baird’s CMC associates’ research work has helped manage the entry of global brands into the dynamic environments of the some of the world’s biggest emerging markets; informed health communication strategies that influence the highest levels of health policy decision-making internationally and; contributed to the success of major education and healthcare advocacy campaigns the world over. Our market research experience includes:
- A study on future telecoms patterns in outsourcing for a major African service provider;
- A 10-country qualitative research project for a major pharmaceutical company, which included 80 one-to-one interviews with opinion formers, 15 focus groups, 23 interviews with multilateral organisations, and in-depth regulatory research in 10 countries; and
- A study for Johns Hopkins Bloomberg School of Public Health on attitudes to childhood disease with health decision-makers in developing countries and leading development agencies.
Project example: Baird’s CMC conducted a comprehensive study for the U.S. Chamber of Commerce, assessing why Fortune 100 companies do or do not invest in Africa. We ran a series of closed-door conversations between American CEOs from Fortune 100 companies to understand the particular dynamics behind the issue.
Read more about the study here…