Discover

All successful social and educational communications begin with a phase of discovery.  Regardless of whether overall goals and objectives have been defined as opportunities or problems in need of a solution, every communications effort merits a comprehensive examination of the human variables involved.  In the discovery phase we are able to identify the pieces in the puzzle, but more importantly we are able to gain an appreciation for the way in which they must fit together. 

To discover is to carry out research.  Depending on the client-partner’s needs it may be necessary to carry out quantitative or qualitative studies in the form of field studies, focus-groups, face-to-face interviews, literature reviews or opinion polls.  In most situations because of the indispensable focus on relationships and human interaction, intensive, individual face-to-face interviews may play a major role in fact-finding.  

Case Study

A major international broadcaster needed current data on media usage in South America's largest market.  Without a research department of its own and wanting to obtain extensive proprietary data at a reasonable cost, the organization hired Paraclete Partners to conduct a quantitative field study involving 2000 in-home, face-to-face interviews in three large metropolitan areas.  Based on the success of this first experience, the client hired Paraclete Partners to do additional studies-- both quantitative and qualitative in the same country and in two other countries in West and East Africa.   

By leveraging existing resources and developing additional ones in spite of difficult working situations, Paraclete was able to provide reliable data in timely fashion.  In some instances it was the first time quality data had been collected in remote and dangerous areas.  Paraclete worked with local academics, media experts and independent field workers to create an ad hoc research organization with capabilities equal or superior to those of large established research organizations in the area.  In two project locations organizations capable of this level of research had never existed. 

Findings from the Paraclete studies led the client to cease operations altogether in one country where it was found that the largest audience ever reached by their broadcasts was 1/10th of one percent of the potential audience.  Considerable savings were realized by redirecting essential programming to other outlets with greater market impact.  In the other countries, the client was able to revise and or modernize programming to improve audience numbers.