Introducing INK Research + Insights

  • November 16, 2017
  • Starr Million Baker

Breakthrough communications – the good stuff – has to start with finding out the right stuff. Who are your people? What do they care about? What are they talking about? What are they searching? What are the words, sounds, and images that resonate and stick with them? These are the questions that we’ve always asked – questions that guide our programs at INK. Yet in the past, we may have taken a less-methodical approach to get there. With the creation of INK Research + Insights, we’re formalizing the process around our data-driven strategy. Our research team can get you the right stuff – the answers to your questions – to fuel that good stuff: your breakthrough communications.

Data and research have always been hot topics in our industry, but agencies aren’t traditionally known for taking the time to glean, analyze, and pull insights from data to the extent that they should. Communications moves fast, especially when working in spaces like tech and clean energy where everything is full speed ahead 100 percent of the time. It’s easy to make decisions based on what’s worked in the past or what your gut “knows” to be true. It’s smarter to make those decisions based on cold hard data.

We use a combination of techniques, tools, and good old-fashioned brain power to solve our client’s communications challenges, develop and understand their audiences, and inform every aspect of their communication programs. Since its inception, our research team has conducted research and analysis across industries to answer questions like:

  • Where do food scientists hang out online and to what kind of content do they gravitate?
  • Which words do we use when releasing world-changing technology?
  • Who wants to drink vinegar?
  • What does the general public think about smart cities?
  • Why are users so bothered by mobile ads?
  • Who’s talking about the Hydrogen Economy (still) and where?
  • How do we speak to every audience 
that shops at a grocery store without alienating any of the others?
  • What digital marketing strategies 
have the most growth potential?

The research team has already been hard at work. INK Research + Insights earned a 2017 MarCom Award for its Whole Foods Market 365 social audience research. What began as a simple Facebook follower audit transformed into the development of present and potential shopper personas. Our client, Ashley Steele, had this to say:

“We wanted to better understand the people who made up our current audience, so I called INK. They said sure, but pushed me to consider what we wanted our audience to look like in the future, what our audience could become. This thoughtful questioning led us to insights a simple audience audit wouldn’t have revealed and continues to guide our content and social media strategy today. Smart, quick, always questioning – no wonder we keep these guys around.”

Our latest podcast episode brings together INK’s research team as well as People Pattern CEO Ken Cho and VP of Product Omid Sedaghatian. Tune in to learn more about the audience intelligence platform People Pattern, a huge asset in our arsenal of research tools.

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