Shaping Strategy with Science: How DCG Uses Social Science to Craft Communications Strategies
We’ve all heard the phrase “the art of communications.” Like art, communication is a craft that uses language, visuals, and stories to inform, educate, and empower audiences. At DCG, we take communications a step further for our clients, incorporating methodology built on social and behavioral science.
Integrating insights generated through social science and principles of behavioral science enables us to dramatically improve the impact and effectiveness of our communications and marketing strategies and content. We do this by putting the audience at the center of our approach, creating strategies that reach people where they are with messaging crafted to their values, interests, and beliefs.
A Research-Informed Approach
To develop audience-centric strategies and messaging, we often need to better understand their attitudes, values, concerns, and informational needs. That’s where DCG’s team of experienced research experts come in.
Across an assortment of federal domestic and international communications initiatives, our research team conducts comprehensive qualitative and quantitative studies. Together, these types of studies help us form a more complete understanding of our audience. Quantitative research seeks to determine the “What?” and qualitative research methods explore the “Why?” to shape our messaging strategy.
Specific Research Methods in Our Toolbox
Primary research methods our team uses to understand the characteristics, perceptions, attitudes, and media consumption habits of the target audience include:
- Surveys: Using a set of predetermined questions to survey a large group can help us understand general populations.
- In-depth interviews: These open-ended discovery sessions allow us to explore research questions at length with a single participant to generate more detailed responses and information.
- Focus groups: Guided, small group discussions where participants share their experiences and perceptions provide us useful information about what people think, how they think, and why they think that way.
Recently, DCG conducted a global study in 114 countries to inform public diplomacy programming for the Office of Policy, Planning, and Resources for Public Diplomacy and Public Affairs (REU) at the U.S. Department of State. This two-and-a-half-year study surveyed the general population regarding security, economy and trade, health, governance, human rights, and media consumption. Of the countries surveyed, 88 were low-information environments, and the data collected provided details on those countries’ populations to inform campaigns.
Similarly, in 2022, we leveraged qualitative research to inform a public diplomacy campaign in Europe to educate audiences about the experience of the Uyghur ethnic minority in northwest China and the diaspora. Research insights informed both strategic selection of markets and tactics that lifted the voices and stories of the Uyghur community.
Research on target audiences is the start of any communications effort, and the information learned through research lends to the success of campaigns, adding valuable insights that inform our strategy in a way that’s meaningful to the audience.
Amplifying Messages Through Applied Behavioral Science
Where research insights can help our strategies and tactics resonate with our audiences, applying behavioral science principles can help ensure they capture attention and achieve our communications objectives. Concepts DCG’s communications teams apply to campaigns and initiatives across the federal government include:
Framing effect: Whether audiences are receptive to information and messaging can often depend on how it’s framed. Where consequence-based messages that use guilt or shame may evoke defensiveness and discourage desired action among target audiences, framing the same information more positively―for example focusing on the benefits of following a call-to-action or tying a message to known audience values or aspirations―can lead to more successful outcomes.
DCG applied this principle to our work on the “Keep It Secure” campaign for the Veterans Health Administration, encouraging secure firearm storage to prevent veteran suicide. Through focus group research with veterans, DCG learned that “safe” vs. “secure” invoked different feelings: Veterans felt they were trained to “safely” handle firearms and didn’t resonate with the messaging using safety. However, “secure” had a different connotation and didn’t result in the same negative sentiment. While the words are similar, the messaging performed differently.
Priming: Our brains process extraordinary amounts of information every day―most of it subconsciously―constantly looking for patterns and connections that help us organize, understand, and retain it. And even though we might not be aware of it, exposure to certain stimuli, such as colors, sounds, imagery, or language, can influence how we react or behave to other messages.
In a video PSA DCG created for the Veterans Health Administration’s Veterans Crisis Line titled “I’m Glad You Called,” we use the priming technique. The video opens with the beeping tones of dialing numbers, followed by a specific ringing. Our brains subconsciously recognize those specific sounds, and their pattern, connect to those of a phone call. Viewers of the PSA connect the voices they hear to understand several phone calls taking place and may later think about making a phone call if they’re in need of support.
Social norming: People want to do the right thing, and we want to fit in with our peers. We often look to others around us when we’re unsure how to behave, and we look to others leading by example to guide our actions.
DCG’s work on the Department of Homeland Security’s “If You See Something, Say Something®” campaign educates the public on how we all play a role in keeping our communities safe and empowers people to take action. In another effort, DCG created the “It’s On Me” video for the Department of Veteran Affairs Human Capital Services Center to encourage everyone to create a safe, inclusive environment.
Messenger effect: When we receive information, we often look to its source to judge the credibility of the information. Messages that come from trustworthy and likable sources are more likely to resonate. We know that highlighting real veterans and their lived experience with a program is a trustworthy message.
Incorporating that strategy, DCG recently created a Homeless Veterans Reintegration Program success story video for the Department of Labor Veterans’ Employment and Training Service highlighting a veteran’s success story in the program. DCG uses this best practice across client work, utilizing photos of real veterans and employees (not stock photos), partnering with trusted organizations in ad campaigns, and providing opportunities for real people to share their experiences.
Research Gives Our Clients an Edge
At DCG, we use evidence-based research and the best practices from behavioral science to inform our art, developing compelling messages and content that resonates―telling your story and getting you results. View more of DCG’s award-winning work.
Shaping Strategy with Science: How DCG Uses Social Science to Craft Communications Strategies was originally published in DCG Life on Medium, where people are continuing the conversation by highlighting and responding to this story.
