Communication strategies for studies
infas supports its clients in all relevant communicative and visual aspects of an entire research project.
The addressees are not only survey participants, but also the scientific community and the general public.
In close cooperation with clients and based on the specific design of a study, important questions arise: How is initial contact made during the survey?
What approaches are there to respondents?
Which communication channels can and should be used to maximize participation?
What is the best – and longest – way to build loyalty to a study?
The study as a brand
The focus of a successful communication and brand strategy is on conveying methodological facts in a generally understandable language and a catchy visual design that matches the study.
From a communicative point of view, scientific studies today are like brands.
In times of decreasing willingness to participate, these must exist in a variety of communication channels, with as few media breaks as possible for respondents and other addressees.
The key design guidelines remain clarity and comprehensibility in linguistic and visual expression.
The value of recognizability
Recognizability among respondents is a relevant criterion in panel studies.
People are also addressed emotionally here.
Regardless of how it is addressed, i.e. whether through a letter or an information flyer, a motivational film or a study website, the study must always remain clearly recognizable.
In addition, communication with respondents between the survey waves (keyword: panel maintenance) is of great importance.
All forms can be used here: personal contact, an accompanying study website or posts on social media channels.
Attractively presented study results can also be relevant for the loyalty to the study.
Development of a study-specific brand strategy
The appropriate brand strategy is designed in close cooperation with the client.
A central component is the study title and the study logo.
Both embody the brand, the logo gives the study its face.
This includes further design rules on color, form, font, grid and the use of images or pictograms.
Here infas offers a wide range of media, from logo and key visual development, the creation of information materials, flyers and brochures, the development of tonality to the creation of image concepts, image, motivational and explanatory films, study websites and cross-media campaigns.
Mixed-mode studies also focus on the visuality of paper and online questionnaires, list booklets, maps and additional materials, as well as materials that interviewers work with, i.e. learning platforms, training materials or materials for contacting respondents.
Brand management beyond the survey
Social relevance, scientific background, findings and presentations of results are prepared for publication during the survey and afterwards for clients and depending on the target group.
In order to present the desired information in a targeted and appropriate manner, infas has numerous media at its disposal: Volumes of tables, reports, method reports, final or results reports, brochures, results flyers, (interactive) websites, infographics, maps, chart reports, lectures, results presentations, abstracts or executive summaries.
Depending on the requirements and target group, these media either fit in with the branding of the study, are in the infas corporate design or are based on the corporate design specifications of our clients.
Accessibility
If the study design provides for this, the requirements of the Barrierefreiheitsstärkungsgesetz (BFSG) or the Verordnung für Barrierefreie-Informationstechnik (BITV 2.0) are applied to online questionnaires, study websites and other digital offerings.
This also applies to presentations, reports and other documents that are published online as PDFs.
infas has many years of experience in this area.
Science communication to the public
The scientific community is showing increasing interest in ensuring that research results are also recognized outside its own community.
This raises important questions: Which findings should be presented?
How should they be presented to the general public?
How can the methods and usability of findings be communicated?
How to deal with aspects of political contextualization and the growing problem of hostility towards science?
Based on many years of experience, infas provides support with a diverse portfolio (in terms of content, media and technology) for questions of science communication and is guided by the modern model of public engagement with science.
