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Polling and audience insight

Robust qualitative and quantitative research to inform evidence-based stakeholder engagement

GC Insight provides clients with a deeper understanding of the audiences that matter: policymakers, opinion formers, investors, businesses, activists, voters, and other stakeholders. We use a range of robust qualitative and quantitative research methodologies - including in-depth interviews, focus groups and polling – to inform the strategic advice we give clients and to build evidence to support engagement. Our integrated approach combines bespoke, credible and insightful in-house audience research capabilities with the deep political, policy and economic expertise of our specialist practices.
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How we help clients
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Developing a political brand

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GC supports clients to understand, measure and improve their political brand: how the industry, product and organisation is perceived; what the most significant reputational and regulatory risks and opportunities are; and how to position itself to influence policy effectively. Our approach includes extensive stakeholder mapping to identify and target the most relevant audiences, development of different political brand propositions, and in-depth audience research to explore perceptions and identify opportunities to improve them.

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Shaping advocacy & communications

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GC uses audience insight to help clients communicate and engage more effectively, from tactical messaging to long-term advocacy campaigns on a particular issue. Our work spans exploratory research to better understand key audiences and the messages they are exposed to, co-creative development of communications propositions, and rigorous audience testing to identify the territories, messages and specific executions that resonate and persuade.
 

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Demonstrating thought leadership

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GC works with clients to develop compelling thought leadership collateral, underpinned by the robust evidence and new audience insight required to shape policy debates. Whether identifying audience trends, challenges or needs, our thought leadership outputs are carefully focused on issues of relevance to policymakers, designed to be memorable, and rooted in credible audience research techniques that stand up to external scrutiny.

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Understanding the wider context

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GC’s audience research also helps corporates and investors understand the wider political, regulatory and commercial environment in which they (or potential assets) are operating. This includes gauging public or policymaker sentiment around a particular industry or issue, exploring consumer or business behaviours and experiences, and consulting opinion formers, experts and decision-makers to identify new opportunities.

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Our research

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If you have any questions about a GC Insight research project or upcoming focus group or event, get in touch.

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Bespoke qualitative and quantitative methodologies
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In-depth interviews

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One-on-one interviews to understand perceptions and experiences in detail, especially in relation to specialist and hard-to-reach audiences or sensitive subject matters.

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Focus groups

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Group sessions to explore attitudes to an issue in-depth, understand group dynamics, and explore commonalities and differences efficiently.

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Citizens’ juries

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Deliberative workshops to explore public attitudes on complex, technical or low salience topics, understand the ‘informed citizen’ perspective, and reach verdicts on knotty policy challenges.

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Surveys and polling

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Quantitative surveys to generate robust, representative data, facilitate audience comparison, and provide benchmarking to facilitate tracking of views over time.

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Secondary data analysis

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Analysis of existing audience data, including from internal and publicly-available sources, to inform research design, build on existing insight, and identify gaps in data.

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Others

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Additional tools and approaches include ethnographic observation, online communities, mobile diaries, expert panels, consultations and co-creative workshops.

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