This is post is reprinted from Forrest Anderson’s Reputation, Research, Relationships and Messages blog.
In my last blog post, I offered 11 tips for doing more successful online surveys. The first tip was:
Understand the business context for the research. Know what business decision will be affected by the research and how.
Research should help align your communications with your business objectives. One of the strengths of research is the thought that goes into it. Done right, it can link your communications programs to the business goals of your organization and help you on your way into the top management group.