Dudley Research, JJ&W’s research arm, focuses on research that assesses not only what people think and feel, but more importantly, what they will actually do, what behaviors we can likely expect.

Why behaviors? Opinions are fleeting feelings that can be swayed easily and often. Attitudinal research provides a more complete psychological framework, but alone can be as misleading as opinion polls since most people do not behave according to their attitudes. Only behavioral research can help the public relations function plan strategies and tactics that are measurable.

How does our research process work?
By applying a variety of behavioral research techniques we design a project to gain insight into the problems that will make or break organization decisions. There are three steps in which Dudley Research does this:

First, we collaborate. We work closely with you to develop a research statement, objectives and survey instruments that meet the specific research needs of your organization. We don’t do cookie cutter surveys. This step makes the difference in producing usable information that addresses your situation.

Then, we customize. Research should meet the needs of the client, not the convenience of the research firm. The choice of whether to use focus groups, one-on-one interviews, written or phone surveys, or a combination of several methodologies, depends on what the objectives of the research are.

Whatever the methodology, we make great use of open-ended questions and probes to find out why a stakeholder feels a particular way about a subject. End result: the client ends up with a clear understanding of what is driving the numbers reported. (Click here to see PR Research Techniques)

Finally we report. Clients receive more than a notebook filled with statistical calisthenics. Open-ended responses are categorized, analyzed and presented for color and depth of feeling. Research findings are reported in an Executive Summary quick-read. We involve our group practice in the recommendations process to give you our collective best thinking on recommended action steps based on our findings.

Full-service research. Dudley Research will manage the project from start to finish. When methodologies require phone houses or intense data entry (from a written survey), Dudley works with long-time partners who specialize in this work and whose accuracy and professionalism we know and trust. However, if a client has a similar partner they utilize frequently, Dudley can work with them as well.

Click here to see 10 Steps in the Research Process

Important Note: Counselors are also available to assist on a portion of your research project. If you have need of an instrument design, methodology questions, or a review of findings, staff is willing and able to assist at any step along the way and step out again afterwards.

PR Projects typically supported by research include:

• Strategic public relations planning & evaluation
• Communication & relationship audits
• Culture audits
• Message strategy & development
• Customer satisfaction programs
• Naming and logo development (semantic & graphic evaluation)
• Feasibility studies
• Issue anticipation programs
• Crisis response

Examples of Dudley Research Projects include:

• Communication & relationship audits
• Baseline studies
• Information flow & influence tracking
• Opinion leader identification & tracking
• Environmental scans
• Logo or graphic testing
• Name, slogan or theme testing
• Perception testing
• Readership studies
• Delphi studies
• Customer satisfaction studies
• Gap research

JJ&W Counselors who manage the Dudley research function are Stacey Smith, APR & Robin Schell, APR. All other JJ&W counselors may become involved depending on the scope of the project and area of specialty. Statistical research specialists from the University of New Hampshire are available if/when needed.