Elevating communications with insight from omnibus research

With the national conversation changing day-to-day, it can be challenging to keep in step with public and business thinking. Insight-led communications can be created with a range of digital and research tools. However, lengthier market research is not always the answer when time and cost are factors (which they often are).

Some recent examples show that many organisations are already switched on to the benefit of embedding research into their communications and the breadth of topics that can be covered.

Age UK recently commissioned omnibus research to highlight the impact of the proposed change to the Winter Fuel Payment on pensioners, finding that 75% of those aged 66 years and older are saying their homes are too cold. Age UK’s campaign, bolstered by these results, has delivered a petition signed by over 650,000 people to the Government.

The Society of Independent Brewers and Associates commissioned research to support their campaign to help consumers identify ‘indie’ beer with warnings that global beer brands were ‘misleading’ consumers. 

And finally, to support the organisation’s ‘Right to Rest & Recover Fund’, Theraflu commissioned research and found that half of US workers do not know how much sick law they are entitled to. This research appeared in an article in NBC New York and was used to bolster awareness of the fund which offers free, confidential legal to US workers.

These use-cases show that timely insight which is representative of the general population can drive meaningful conversations, influence policy and power impactful campaigns. Perhaps you or your client needs to collect robust evidence on a specific topic, understand consumer or business decision makers views to support a new initiative or use nationally representative statistics to supercharge a digital campaign. Omnibus research allows organisations to do this in a more cost-effective and timeline-friendly way; allowing for quick, targeted insight that can be used flexibly.