Edelman Berland has significant experience conducting communications and concept development research, as well as targeted programs for clients within the aerospace and defense (A&D) industry.
We bring this experience to bear for our A&D clients to help them address business challenges in key areas including:
- Issue Management / Acquisition Strategy
- Market Entry / Branding
- Ad Testing
- Website Evaluation
- Corporate Reputation
- Measurement & Competitive Audit
Website Evaluation/Ad Testing: Large International Defense Contractor
The following three (3) cases exemplify our rich background with this defense industry client.
- Edelman Berland was commissioned to determine the optimal format and design of an online community that the client was developing, which would focus on independent defense analysis and commentary. Specifically, the client sought our research to identify a layout for the community that maintained an impartial voice among potential community visitors and users. In order to do this, Edelman Berland conducted twenty (20) in-depth interviews among policymakers, defense industry analysts, retired military personnel, engineers, journalists, think tanks and university academics. This qualitative research allowed us to test multiple design layouts among a very niche audience, and further allowed us to provide the client with an informed direction for the design of the community.
- Edelman Berland also conducted ad concept testing research for this defense contractor. In order to provide the client with substantial feedback from its target audience regarding a series of ad concepts which were promoting a modernization program, we conducted a total of forty (40) in-depth interviews among: DC policy influencers (20 interviews), senior army personnel (10 interviews) and the client’s senior advisory panel (10 interviews). This research allowed us to provide the client with elite stakeholder opinions and reactions to visual ad concepts, which is difficult to explore using alternative research methods.
- This defense industry client also utilized Edelman Berland’s services in order to determine the optimal execution of a print campaign and television ad concept, developed to refresh the company’s image within the Washington, DC Beltway. In order to do this, we conducted eighteen (18) in-depth interviews among Washington thought leaders including former Hill Staff and defense-oriented think tank academics. We also interviewed ten (10) recent military retirees, and six (6) senior panel advisors, allowing us to explore internal and external audience opinions. Through this qualitative research Edelman Berland was able to test four (4) potential themes for the print ad campaign and two (2) potential concepts for the television ad, which generated evidence-based insights regarding the optimal concepts for the client to employ prior to campaign launch.
Issues Management/Acquisition Strategy: Aerospace and Defense Parts Manufacturer
We have conducted a number of research programs, including issue tracking, message development and message reboot, on behalf of a large aerospace and defense parts manufacturer.
- Issue Tracking- As the US considered the revitalization of its aging military aircrafts, the client and its new engine were at the center of a divisive issue in Washington regarding contracting for military equipment. We conducted issue awareness monitoring and tracking in April and August 2010. This research was fielded among Washington, DC opinion elites via our proprietary Beltway Barometer tool.
- Message Development- The Beltway tracking in August 2010 allowed us to measure how much the needle had moved since the initial study. During this research, we also tested various communications strategies and identified the optimal messages to communicate the client’s new part to key decision-makers in Washington.
- Message Reboot- In April 2011, in order to explore the issue, understand how it can be reframed and how communications can be refined, we conducted in-depth interviews among Hill Staffers in Washington. To validate qualitative feedback and further refine messages around this issue, we fielded a subsequent Beltway Barometer.