Limelight Insights by Shugoll’s location in the Washington, DC metro area places us near hundreds of government agencies and contractors. We have been conducting 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 spectrum of studies on employee recruitment, communications/public education campaigns, and website usability to name just a few. 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.
A large part of our business is answering critical questions
and providing actionable direction.
Here are some of the questions Limelight Insights by Shugoll
has helped Government clients answer over the years:
How do I develop an effective recruitment advertising campaign to recruit new employees in specific professional categories for my agency?
Limelight by Shugoll has extensive experience conducting recruitment research for many government agencies. 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 the 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 and/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.
Many government agencies are tasked by Congress to communicate with the public about specific issues. Limelight by Shugoll has conducted research to guide development of and evaluate 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 minorities, low income populations and populations in rural areas?
Government agencies must make sure their programs reach all segments of the population. Limelight by Shugoll’s multi-cultural research team ensures our ability to reach out to and examine the attitudes and needs of diverse populations. We have designed and implemented both qualitative and quantitative studies in 26 languages. Focus groups conducted with minorities are recruited by networking in ethnic communities as well as referrals from community leaders and community groups. We have bi-lingual recruiters on-staff who are knowledgeable about and sensitive to the needs of these communities and their cultural differences. Groups conducted in rural areas without focus group facilities are held at local community centers, hotels or school conference rooms. Quantitative surveys with these segments use telephone, online or in-person methodologies. Specific research approaches are designed based on the target audience and special needs 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 by Shugoll has conducted research with hundreds of government employees/agency decision makers over the years for technology/defense contractors, professional services/consulting firms, health plans and other companies servicing the government market. Image and positioning research is conducted with targeted decision makers to help the contractor understand its current and optimal positioning in the market, identify its unique strengths vis-a-vis 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 and/or develop new marketing messages and strategies.