NRC focus group study reveals greater challenges in communicating value

A new focus group study illustrates the daunting challenge of communicating the essential mission and benefits of an organization as complex and diverse as the recently refocused National Research Council (NRC). In the lead-up to the May 7th launch of NRC as a national research and technology organization (RTO), the agency tested several logos and taglines to see which resonated with current and prospective clients.

The study revealed that not only do the proposed communications messages have limitations, there are challenges in "identifying larger communication issues" to convey the message that collaborating with NRC can be good for your company, whether large or small.

Conducted by Patterson Langlois Consultants, Greenfield Park QC, the positioning study found a pressing need for NRC to better explain the way it works with industry and developing a more compelling story on the benefits of collaboration.

The study concluded that NRC needs to better communicate the details of its value proposition, address concerns over bureaucracy and red tape, and avoid suggestions of an "hierarchical relationship" between NRC and its clients.

Of the logos tested by NRC, the best received was "Your Innovation Fuelled by Research". Participants found that it helped to dispel whose innovation was being supported and addressed "lingering doubts about intellectual property" but did "little to clarify NRC or crystalize its identity".