Market Research

The Step Way: A clear brief; clear objectives; and research that enables the voicing of honest opinions and perceptions that become truly valuable in the communication planning process

Step Can: Design market research projects; run focus groups and one-on-one interviews; and implement small quantitative surveys

Hawkesbury Nepean Catchment Management Authority (HNCMA)

The HNCMA is a government organisation, with a primary focus of delivering funds to private landholders to improve the natural environment. With a number of clear target groups, the HNCMA wanted to examine levels of knowledge and understanding as well as motivators and barriers to participation in its projects. Step Communication undertook a large market research project for the HNCMA including a Perceptions Audit with high-level decision makers, surveys with local government and staff and a series of seven focus groups. The results were used to develop targeted, strategic communication plans for internal and external audiences and changed the HNCMA’s approach to its communication activities. We also conducted a Communications Audit to gain an invaluable directory of communications vehicles the HNCMA can use to directly reach their target audience.

AUSVEG

Step Communication was engaged by AUSVEG to provide it with an understanding of non-English speaking vegetable growers in Australia and provide recommendations on how best to communicate with them. A range of techniques were used including a questionnaire, over 30 in-depth telephone interviews, farm and vegetable market visits, one-on-one interviews with vegetable industry personnel and a desktop research review. The resulting report revealed nearly half of Australia’s vegetable growers were non-English speaking; prompting the industry to, for the first time, develop a comprehensive communication plan for this important target market.