Government

Limelight Insights by Shugoll’s location in the Washington, DC, metro area places us near hundreds of government agencies and contractors. We have conducted research for federal, state, and local government agencies over many years. Our studies examine the attitudes of government agency employees and decision makers as well as policy influencers and legislative staff.  They also determine public attitudes toward government programming.

Specifically, we have conducted a broad range of studies on employee recruitment, communications/public education campaigns, website usability, and more. Results from our studies are used to identify constituent information needs and to enhance programming provided by government agencies. We also conduct branding and positioning studies to help government contractors develop strategies for positioning their products and services to the government market.

We are here to answer critical questions
and provide actionable direction.

Here are some of the questions the team at Limelight Insights by Shugoll
has helped government clients answer:

How do I develop an effective advertising campaign to recruit new employees in specific professional categories for my agency?

In our experience, it is important to first conduct in-depth qualitative research with both current employees in these professions, as well as prospective employees (professionals working in the private sector who would be interested in working for the government). Understanding the reasons why current employees decided to work for a particular agency and their views of the hiring process will provide key information for crafting messages targeted to prospects.

Interviews with prospects will explore their perceptions of a government career, identify benefits and barriers to working for your specific agency, and test their reactions to current or new advertising. If timing and budget allow, a large-sample, statistically reliable quantitative survey should also be conducted with prospects to test the recruitment campaign before launch.

How should I go about creating and tracking the impact of a public education campaign my agency is developing?

Many government agencies are tasked by Congress to communicate with the public about specific issues. Limelight Insights recommends evaluating public education and communication campaigns for government agencies on topics such as cancer prevention, nutrition/dietary guidelines, rape and sexual assault prevention, anti-smoking, youth victimization and safety, aggressive driving and pedestrian safety, and direct deposit/direct payment, to name a few.

After campaign concept testing is completed and before these campaigns launch, it is important to conduct “baseline” research to measure the public’s current awareness, knowledge, perceptions, and behavior related to the topic. After the campaign has been launched, follow-up survey research is conducted with the target audience to identify changes in awareness, knowledge, perceptions, and behaviors that can be attributed to the campaign.

How do I reach and conduct research with culturally, economically, and geographically diverse participants?

Government agencies must ensure their programs reach all segments of the population. Limelight Insights’ research team is adept at reaching and examining the attitudes and needs of diverse populations. Members of our team have designed and implemented both qualitative and quantitative studies in 26 languages. Specific research approaches are designed based on the target audience and unique demands of each project.

As a government contractor, how do I position my company and its products and services to the government market?

With a presence in the Washington, DC, area, Limelight Insights has conducted research with hundreds of government employees, policy elites, opinion influencers, and agency decision makers over the years. This work has been for technology / defense contractors, professional services / consulting firms, health plans, and other companies servicing the government market. Image and positioning research, as well as policy research, is conducted with targeted decision makers to help the contractor understand its current and optimal positioning in the market, identify its unique strengths in comparison to competitors, determine advertising awareness and recall levels, and measure satisfaction with the company’s products and customer service. Using the results of the research, the contractor can fine tune current messaging, or they can develop new marketing messages and strategies.

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