The GlobeScan Approach to Issues Management
(continued)

The following six phases make up a typical custom issues research project:

Phase 1: Preliminary Context Analysis

GlobeScan conducts brief secondary research into the client's industry, issues facing it, the positions of key stakeholders, and the client's organization itself. Because individual GlobeScan team members are tasked with staying current on specific industries, this phase of the custom research is quickly done. This secondary research equips GlobeScan to engage the client immediately on an informed basis.

Phase 2: Uncovering Issues through Qualitative Interviews

GlobeScan recommends in-depth interviews with senior managers to uncover not only those issues that the company pays most attention to, but those issues that may be emerging. These interviews:

• Provide an inside-out view of the industry, the company, and their challenges and opportunities.
• Help identify and describe stakeholders that matter, some of whom may not be apparent on the company's radar.
• Provide the foundation for the survey questionnaire.

Phase 3: Secondary Research

Depending on the scope of the assignment, GlobeScan conducts in-depth secondary research into various sources of information about the client's industry and related areas. Sources can include media, academic material, other research studies (including GlobeScan's syndicated research), competitors, and thought leaders, among others.

In addition to providing its own insights into issues management, this secondary research informs the questionnaires used in the primary research phase.

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