Great Place to Work® Audience Research

Their world-wide messaging challenge:

The Great Place to Work® Institute needed confidence in a global message and a toolkit for use in many hands.

Solved through innovative and traditional methodologies:

It's not every day that our strategy department is contracted to survey and assess a global surveying and assessment company. Great Place to Work®, which researches and ranks the best workplaces around the world, asked us to do just that in their search for language that could unite their global efforts.

The company had grown fast, far and wide as excitement grew for its model, which demonstrates that great workplaces outperform the competition — in addition to drawing the best talent and enjoying higher retention. But the members of this vast global network weren't speaking the same language, literally or conceptually. We needed to provide a new messaging platform and we had to be confident it would work for real needs on the ground.

We outlined a plan for discovery research and evaluative testing. Then we dove in. We listened to affiliates all over the world. We surveyed an audience of former clients and current ones, even innovating our own "online dial test" tool which asked respondents to watch a video and rate their reaction to messaging in real time. Close reading of the results allowed us to determine the language that was most effective in communicating the power and potential of great workplaces worldwide. Combining the tried-and-true with never-seen-before methods, we identified key insights to drive their work and they way they talk about it from India to Germany, Mexico to Finland.

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