Empirical Path consultants led a recurring study to explain trends in public service advertising to government and advocacy groups on behalf of a social marketing agency.  Wrote, designed, and coded questionnaires to gather feedback from television and radio station media directors on PSA airtime, issues, and features.  Oversaw phone and online fielding using a custom database of station contacts. Compiled and analyzed responses to identify noteworthy segments and findings.  Wrote and published a report that attracted media attention and prospective agency clients.

Empirical Path consultants created the demographic conclusions highlighted in a national news website’s inaugural trade marketing campaign.  Commissioned syndicated audience measurement from Nielsen//NetRatings and identified audience traits which the site could deliver for advertisers better than competitors, including high income, education, and influence levels.  Synthesized SageMetrics site traffic data and comScore syndicated research to prove that the locally based property in fact reached a predominantly national and international audience.

Empirical Path consultants created and deployed online surveys for a social marketing agency to measure subscriber satisfaction with a national voluntarism organization’s newsletter.  Customized survey software to allow ranking, open-ended, choose-one, and choose-all questions.  Analyzed data to identify four distinct subscriber segments and distinct responses from each.  Categorized open-ended responses using keyword analysis to highlight major themes.  Recommended newsletter format and content enhancements to improve satisfaction in key segments, such as likely donors.