All the communications work I have done successfully in the past has started with a process of gauging opinion - finding out what people think about a product, a campaign, a service or an organisation. Having picked up a degree in Experimental Psychology from Corpus Christi College, Oxford, I've always tried to take a systematic, evidence based approach to analysing public opinion. I also have some very bright associates with national opinion polling experience and Masters degrees in social research methods who I am looking forward to working with.
The next stage is about finding creative and intelligent ways to change people's opinions. For many years my work has been about writing in a way which changes the way people think about things. I have written and directed documentary scripts for the Discovery channel and shot corporate videos and organised conferences for blue chip public companies. I have crafted campaign literature for parliamentary candidates and national and local charities. Its all been about finding the key message and a creative way to get it across to the right people.
I think there are thousands of people out there who's views are either ignored or taken for granted. People who don't vote, don't fill in surveys and don't go to consultation meetings. Often, small businesses have possible new customers who's opinion and potential they might have inadvertently overlooked. Here at Gauge Opinion we (OK its just me and the dog on the payroll at this stage - but from humble beginnings...) will be working on some new ways of engaging some of those people too in the New Year.
Happy New Year
