Research

Making everyone better-informed. Research is a frequently-used but seldom-mastered tool in communications. While it is commonly shoehorned into a story to help sell a product or service, at Mint Gecko we look beyond the headline numbers to see what story the data is really telling us, to tell a story that is as useful to the business as it is to its customers and, beyond them, to people as a whole.

Chris Jarvis

Co-Founder and Head of Research

Chris has more than 15 years’ experience in research, having worked on major communications campaigns across financial services, asset management and consumer brands. As well as overseeing research and insights for brands including Direct Line Group, State Street and Santander, he was also responsible for setting up a biannual sentiment survey among asset management journalists which has tracked more than 40 major investment houses since 2008.

Research

Mint Gecko has extensive experience in conducting research to support our client’s media activity, with specific expertise in reaching traditionally hard-to-reach segments, such as niche professional audiences or those in senior positions. Though consumer omnibus is right in our sweet-spot too.

We can target very specific investment panels to ensure our messaging talks directly to key audiences. Through our network participant providers, we’re able to poll the market on their outlook for specific geographies, investments or strategies, to generate newsworthy data that underlines our key messages at the most competitive costs on the market. And we don’t just stop at sourcing the data.

We use this data to create engaging content – whether this be a whitepaper, press campaign, eye-catching social collateral or something that works across all, we have the expertise to do so.

Analytics

The digital world is literally overflowing with data. With the right tools, it’s possible to see what people are doing on websites, apps and social media almost in real time. And if you have a busy platform, that could be hundreds of thousands of people and millions of data points.

It’s possible, but is it desirable? Just because you can know what a 24-year old male Goth who loves Twitch is doing every Friday at 4pm, does it mean you should? And even if you do, how does that help you understand anything broader about your business?

Analysing granular data is only useful if it does. Our goal is insight. This always starts with ‘what?’ and gathering the most valuable data but it has to move onto ‘why?’ to be valuable. This gives you the opportunity to develop a more effective approach and change customer behaviour.

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Case Study - Research

MediaScan

MediaScan CASE STUDY Problem MediaScan was a proprietary piece of white-label research conducted on behalf of asset managers to identify perceptions of their brand in their core media and inform their future communications decisionmaking. It was conducted amongst a panel of around 40 leading asset managers on a biannual basis, speaking to more than 30 major UK and pan-European journalists covering the industry. Results were tracked to show changes in familiarity and favourability, while additional questions could also be included to track specific areas of the asset managers. In an industry as saturated as asset management, measuring success can be near impossible. In repsonse to this, we created an authoritative tracker of journalist sentiment towards major asset managers and measure individual companies’ performance over time, while also providing intelligence on how to inform future comms strategies. Solution Created a core survey that covered journalist perceptions of the familiarity and favourability of asset management companies, with scores for each metric given on a scale of 5 (very familiar/very favourable) to 1 (not at all familiar/very unfavourable). This was structured in a way that allowed for customisation of both audience (in terms of core and secondary publications) and content (in terms of bespoke questions and answer cross-referencing). The final report could be purchased by clients, either as a basic overview of the company or as a full report including more in-depth analysis and exploration. Outcomes MediaScan ran for 16 years between 2008 and 2022, providing leading asset managers such as Schroders, Aviva Investors, Baillie Gifford and NN Investment Partners with vital feedback on the success of their communications programmes and overall standing within their peer groups. Many clients used the results to create more tailored content for their core audience while others incorporated it into their standard performance tracking evaluation. Consultancy Strategy…