Research

A principal distinguishing capability of Airfoil is our application of primary and secondary research to every stage of our work with clients, from the initial client on-boarding process through program development, campaign implementation, message development, brand building and measurements of results. Our dedicated in-house research department works in tandem with our account teams and their clients to provide market insights and competitive evaluations through a number of services:

Primary research

• IndustryRadar^sm, our proprietary methodology for evaluating a company's positioning in the competitive landscape
• MediaRadar^sm, a technique developed by Airfoil for determining media attitudes toward specific companies and for measuring the potential for news coverage that has been gained or missed by an organization
• Communications audits
• Internal and external surveys and analysis
• Focus groups, including preparation of moderator's guides and moderating group sessions
• Measurement and analysis of the effectiveness of public relations efforts

Secondary research

• Competitive intelligence and analysis
• Media and influencer monitoring
• Monitoring of online sources

Positioning, strategy, campaign development

• Corporate and product messaging
• Strategic media relations