Research can be used in many different ways including, identifying target segments; plan for any issues that may rise; evaluate current and future competition; and measure success in a campaign. There are other reasons to do research but I think that these are some of the most important ones.
It is important to know what audience you will be targeting with your campaign so that you can adjust your key messages accordingly. You have to learn as many things about the target audience as possible so that you can understand what they are looking for. You must align your messages with their beliefs and habits.
Research will help make some of the most important decisions in a strategy. For example, if you do research such as a survey you may find out valuable information. You could find out who has been buying your product or services previously and why they have been buying it. When you find out this information it can be used to retain loyal customers and gain new ones by adjusting key messages and objectives.
If you research your competition it may give you opportunity to see what they are doing and find a way to do it better so that you can sway their customers to your company. Also, by researching them you may find out what they are doing wrong and make sure your company isn't doing the same thing.
Research is a valuable tool and should always be one of the first things that is done in a PR strategy. If it is ignored then the strategy is sure to fail.
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