What We Do

Research

We’re experts at learning about your customers and defining what makes them tick.

Desk Research & Lit Review

We review the research, content, and strategies developed by and for our clients. We then create a synthesis and recommendations; our clients one-stop takeaway to understand what they have and what it means.

Quantitative Research

We design and deploy internal and external surveys to understand demographic and psychographic audience makeup, highlight current perceptions, spotlight key differentiators, and unveil marketing opportunity areas.  

Qualitative Research

We find and secure even the most niche audiences for focus groups or one on one interviews. We use what we learn to inform our quantitative approach or add additional insights to survey data. 

Workshops

As trained journalists and facilitators, we conduct hypothesis workshops that successfully help teams level-set assumptions about competitors, audiences, and opportunities.

Research Specialties

Segmentation & Personas

Our demographic and psychographic personas spotlight a brand’s highest-opportunity audience segments. These personas are specific and actionable for smart decision-making.

Landscape & Gap Analysis

We identify comparative, competitive, and aspirational brands reaching our clients’ key audiences and study them to determine whitespace marketing opportunities.

Disability and Accessibility Research

Program 11 has a specialty in disability and accessibility audiences. We’ve worked closely with government programs and non-profits to find and survey those living with physical disabilities, and those who have mental health needs. Our research has supported the development of programs for CalABLE, the Special Olympics, and the Mental Health Services Act.

Pre- and Post- Campaign Impact Studies

Creative ad campaigns can engage audiences, but it takes an outside view to confirm whether these campaigns worked. Agencies and brands partner with Program 11 as a neutral third party to answer the key question: did that campaign work to move minds? Deepen affinity? We source audiences, deploy surveys, conduct interviews, and deliver clear, actionable reports. This research helps our clients track media KPIs (both offline and online channels) and campaign KPIs (impact and effectiveness).

Brand Awareness and Affinity Tracking

We perform multi-dimensional longitudinal research to assess familiarity, perception, and brand affinity. Program 11 brand trackers include comparative measures of brand awareness for competitors, consumer perception, and employee voice scores (through internal surveys). Our resulting reports identify attributes, sentiments, and preferences associated with your brand.

Featured Research Case Studies

We also do strategy and content & creative.