At Communications INC, we believe that effective communication campaigns are built on a solid foundation of research and evidence. On 26th February, we hosted a webinar titled Research and Evidence 101: An Introduction to How Audience Research Can Inform More Effective Ocean Communication, as part of our Advancing Strategic Ocean Communication project. This initiative is proudly led by Communications INC in partnership with the Calouste Gulbenkian Foundation and the David and Lucile Packard Foundation.
The Need for Research-Driven Ocean Communication
The idea for this webinar stemmed from discussions at last year’s UN Ocean Decade conference, where communicators highlighted the need for greater support in using research and evidence to enhance the effectiveness of their campaigns. In response, our expert research and evidence group developed a set of Better Practice Principles, which formed the backbone of this session.
Key Takeaways from the Webinar
1. Audience Research is Essential for Effective Communication
Understanding your audience is the cornerstone of any successful communication campaign. Research enables organisations to tailor messages, choose the right platforms, and ensure that content resonates with the target audience. Without audience insights, campaigns risk being ineffective – or worse, counterproductive.
2. Budget-friendly Research Methods are Available
Many organisations, particularly those with limited resources, might feel that conducting research is out of reach. However, there are many low-cost methods to gather valuable insights, such as open-access surveys, online data sources, anecdotal feedback, and self-run focus groups. Leveraging existing data can significantly enhance communication efforts without breaking the bank.
3. Testing Content Before Launch Maximises Impact
Evaluating your content before it goes live is critical to refining your message. Techniques such as A/B testing, focus groups, and qualitative feedback can help shape communications and ensure they deliver the intended message. Rather than asking, “Do you like this?”, we encourage asking how the content makes people think, feel, and intend to act. This helps identify if your message has the desired impact.
4. Strategic Research Investments are Cost-effective and Ethical
When done strategically, investing in research-driven communication is both cost-effective and ethical. Research ensures that campaigns are reaching the right audience, maximising impact, and minimising wasted resources. It also helps mitigate the risk of unintended negative consequences, which is especially important in today’s polarised communication landscape.
Learn More
If you missed the webinar or would like to revisit the key insights, we’ve made the recording available for you. You can watch it in English, or with Spanish or Portuguese interpretation.
Additionally, our Research 101 Resource, designed to complement the webinar, is available in English, Spanish, and Portuguese.
For further guidance on creating impactful ocean communication, explore the Better Practice Principles, a set of co-designed principles to help the ocean community enhance their communication efforts. Read them here.
At Communications INC, we are committed to providing the resources and tools that empower communicators to use research and evidence effectively. Together, we can ensure that ocean protection efforts are supported by communications that truly make a difference.
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