Data-Driven Messages: Using Audience Research to Find Your Winning Words
Khalid Smith
Chief Campaign Officer
BMe Community
@KhalidRudo
Doug Hattaway
President
Hattaway Communications
@HattawayComm
Pete Tontillo
Director, Science
Hattaway Communications
This workshop will share insights, tools, and techniques for using communications research to craft messages with maximum motivating power. Communicators and researchers who work closely together will walk participants through the message research and development process—from using insights from the social sciences to develop meaningful messages, designing research that produces useful results, and translating research findings into messages that resonate with target audiences. We’ll cover best practices for all kinds of communications research, including low-cost options for organizations with tight budgets. Participants will try their hands at using psychographic segmentation to tailor messages for people with different mindsets. For inspiration, we’ll look at new communications research commissioned by BMe, a community of Black leaders and allies working to reach new audiences and mobilize a large-scale movement that supports Black people in achieving their highest aspirations.
