Getting your message heard: Redshift’s Clear Air Methodology

Identify the areas of least competition and of most interest to audiences now and in the future

Too much noise pollution

Everyday we are bombarded by so many channels of communication. Technology has made it easy for us to be notified of every little update and we can choose the media that we consume (and on our own time too!).

So how can we get create something that resonates successfully above all others?

As this example of the planning process shows:

• Speak to the right audience• Research the competition• Co-ordinate your presence, provide meaningful

comment• Organize your effort• Develop a schedule• Evaluate your performance

Well there are strategies around for helping you get your message heard

• “When creating your message consider – content – mood – language and – design”

• Channel shouldn’t be forgotten either!

There are also tips out there for helping you identify your own message

• So that’s why Redshift Research has developed it’s Clear Air methodology

– The Clear Air Methodology uses a mixed methodology to identify the the topics of greatest engagement within the least noise polluted part of the market

But very few suggest tools to help you along the way

• Identify what the market is currently speaking about in relation to your chosen topic– Identify difference in trends by key geographies as well for example

• Identify what the market would like to hear about out, both now and in the future

• Understand the extent to which your chosen topic is considered a strategic issue within industry– Or identify a new territory to talk about if your chosen space is too

noisy

So the Clear Air Methodology can…

Clear air

Listening through digital

scraping

Asking through

online panelsFuture casting analysis

Finding Clear Air…

Current conversation volume - LISTEN

Trends of conversation volume - LISTEN

Current target market desired conversations - ASK

Future target market desired conversations – ASK

Clear air

The steps to discovering Clear Air

So what does Clear Air look like?

Here is an example taken from the IT security space, showing the market before Futurecasting.

The Clear Air (white space), is denoted by the Hot Zone box which highlights topics of importance with minimal coverage

And how can it be used in planning?

The Clear Air methodology can even identify the relative strength of topics over the next 2 to 5 years, so global long term strategies can be planned.

Here is an example of how Futurecasting looks in the health space.

So if you’re not sure if you are pinning your hope on

the right message territory let Clear Air help

We look forward to having the opportunity to work with you

Theteam@redshiftresearch.co.uk

Tel: +44 1732 356399

US Office UK Office

212-539-3214 +441732 356399300 Park Ave South Commotion House11th Floor Morley RoadNew York Tonbridge, KentNY 10010 TN9 1 RA

With a background in B2B and development of consumer panels, Redshift Research has a broad pedigree in marketing research consultancy. We provide audience insight, in-depth data analysis and advice to help businesses stay ahead of the curve. - We enable our clients to plan, create, transform and engage.

Redshift use a range of primary research, analytical and modeling techniques to explore original and public data, social and digital data.

While Redshift is based in the UK and US, the company works across the globe, across time zones and languages. Our consortium relationships give us access to 10m respondents in 60 countries worldwide via our online panel Crowdology.

www.redshiftresearch.co.ukwww.redshiftinsight.com

www.crowdologyinsight.com