May 28 2020
Strategic Decisions Require Strategic Data

Access to data facilitates informed decision-making. Making data driven decisions can increase organizational efficiency, increase the completion and success rate of projects, and drive down costs. This is true both for operations and for communications.

Communications has, historically, been an area where decision making largely has been driven by experience from previous situations. Of course, experience is a valuable commodity. That is why boards and advisers exist. We are, however, increasingly seeing how experience coupled with access to relevant and objective data, can drastically improve results.

Organisations increasingly need agile, evidence-based communications to help them navigate today’s fast-paced and ever-changing business environment. Kekst CNC offers a suite of qualitative and quantitative products and consulting services, fully integrated into the firm’s global data and analytics offer.

One such new research product is the capacity to investigate the sentiment of public, employee, investor and other specialist audiences, with a particular focus on identifying the opportunities and risks. An understanding of how important stakeholders think, through polling for example, enables a better relationship with key constituents, be it employees, investors, or the public.

Supporting clients worldwide, James Johnson and Dr Tom Lubbock, two of the UK’s most respected new generation of researchers, will spearhead this practice. James and Tom joined Kekst CNC from previous experience building and running the research programme at 10 Downing Street and Conservative Campaign Headquarters (CCHQ) respectively.

By listening, corporations and organisations can devise strategies for the most effective way to communicate. This is especially important at an uncertain time. COVID-19 is having a significant impact on both business and society internationally. The public’s perception of the pandemic will have substantial implications for policy makers and corporates alike. By having a sound understanding of the sentiment surrounding the crisis, it is possible to anticipate what the coming weeks and months will hold.

It is with this backdrop that Kekst CNC Research has begun monitoring the public sentiment on COVID-19 in Japan, the US, the UK, Germany, and Sweden, a number of key markets around the world, where Kekst CNC also have a footprint.

The findings have confirmed public backing for prioritising saving lives over protecting the economy, alongside an appetite for government intervention to support companies of all sizes. The results show how important good corporate citizenship is today, and the benefits that can accrue in the future. The survey also signals likely changes in consumer behaviour post-COVID-19, demonstrating that businesses in certain sectors will need to consider how they adjust to a new set of circumstances.

The results of the survey offers data driven insights that can be translated to actionable strategic decisions. In this case, the survey was based on the reactions to a global pandemic, but the use cases for such an instrument are far reaching. Surveys such as the aforementioned can be used to track corporate reputations, make peer and competitors analyses, or complement due diligence measures ahead of mergers and acquisitions.

An integrated world offers unparalleled possibilities to leverage data. To remain one step ahead, and anticipate the tidal shifts, it is important to use the data, rather than being overtaken by it.