The GlobeScan Approach to Communications
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Message development and testing

GlobeScan uses all the basic research techniques to aid message development, including focus groups, in-depth interviews and quantitative methods. Our approach recognises that planned communications do not work in a vacuum. Rather, they work in the context of informal communications by staff, competitors and opinion-forming third parties, and build on the prior perceptions of the target audience.

We evaluate the likely impact of the message itself. More importantly, we evaluate the incremental effect it is likely to have on the perceptions and motivations of the audience in the context of the other messages that are out there.

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