Insight, Research & Evaluation

Much of what SEC Newgate Research does involves exploring and measuring knowledge, attitudes and behaviours, and identifying the most effective ways to engage and influence. Some of our work in this area involves research among the community as a whole, while other projects are conducted with very targeted groups such as:

• Customers
• Senior stakeholders
• People living or working in a certain location
• Employees

Our experts in behavioural science, psychology and advanced analytics provide an important lens to the development of our research materials and recommendations to ensure they are grounded in reality and will be effective in a real-world context.

Research to guide communications and engagement strategies is one of the firm’s core strengths. We provide clients with realistic, specific recommendations based on a combination of:

• Our team’s deep understanding of how individuals process information and make decisions
• Research designed to test the likely effectiveness of messaging and other actions in leading to shifts in perceptions and behaviour
• SEC Newgate’s heritage in this space which means we have an excellent understanding of the realities of the external environment and communications and engagement processes. We test narratives, messages, campaign concepts and materials using a range of proven techniques. We also conduct robust benchmarking and monitoring research to evaluate the effectiveness of programs, specific campaign elements and engagement initiatives.

Our tools include SEC Newgate MessageLab , our proprietary approach to identifying:

• The messages that will be most effective in shifting opinion among different audiences
• The delivery methods that will work with each audience; and how best to frame your overall campaign.

SEC Newgate Research works with clients to identify the most effective ways to communicate with staff. This can involve identifying gaps in understanding of purpose, values or strategy, sources of information, as well as information needs and channel preferences. We do rapid employee research in times of crisis to inform the internal communications response – critical in terms of maintaining employee engagement and confidence. Our proprietary Employee Sentiment Program (ESP) provides an objective measure of:

• Employee behaviours
• Employee perceptions; and
• Employee satisfaction with their work, team and business environment.

This program generates reliable and actionable insights, while enabling organisations to:

• Manage change and respond in a crisis
• Transform culture
• Develop and enhance internal communications
• Attract, engage and retain top employees