Case Study
Product Safety Testing Organization: Master Narrative Dial Testing
Challenge
The client sought to understand how its master narrative would be received by employees in order for the company to more effectively communicate its past and present internal change initiatives.
Research
StrategyOne conducted 2 dial testing sessions among the organization’s employees. This research program utilized StrategyOne’s wireless perception analyzer technology, SpeechMapping, and gave the client the ability to gauge, track, and analyze real-time ongoing feedback from employees based on their reactions to the master narrative.
Insight
StrategyOne learned that the master narrative fared extremely well among the employees tested. In addition, the dial testing revealed that every employee engagement and satisfaction metric was improved after viewing the narrative video. However, the dial testing also identified areas of the narrative that were met with resistance by some employees and showed the greatest negative effect on the dial scores, based on tenure and indicated areas where communications to those with longer institutional memories needed to be carefully handled.
Action
This research provided the client with in-depth, moment-to-moment ratings of the narrative; from this the client was able to extract the most resonant themes and messages, identify underperforming elements, and develop the optimal master narrative.
Strategy
Explore our 3-step process that makes us unique among market research companies.
Core Values
Learn more about the core values that drive us.
Tools & Products
Examine the vast range of research products and analytical techniques used to help clients plan their most effective strategies.
