What is a Research-Based Communications Agency?

Updated: May 28

At Symphony, we believe that the quality of our inquiry matters and good strategy requires deep understanding. That means we work hard to ask the right questions and gather as much data as possible to inform the strategies we recommend to our clients. Because if you’re asking the wrong questions, you’ll certainly end up with the wrong answers….

One of our strengths is our academic, research-based approach to communications. We study market trends, what your competitors are saying and the behaviors of your target audiences by conducting custom qualitative research including online ethnographies, consumer surveys and rhetorical analyses. These methods allow us to better understand what people want, the norms and values of a particular culture, and the meaning of the messages that we find in the public domain. All of this adds up to smart, well-informed strategies that ultimately generate better outcomes. Our founder and CEO, Emily Scherberth Barnes, holds a Master’s degree in rhetorical theory, and currently teaches market research in the largest Communications department in the Western U.S., so she leverages her deep experience as both a practitioner and an academic to serve her clients and give them an intellectual edge over the competition.


In addition to establishing a research-based foundation for our clients at the beginning of our engagements, Symphony uses research to guide every stage of a communications campaign. We consistently monitor how our tactics are performing, what narratives are emerging in the market and how our clients’ customers are using their products and services to determine whether to stay the course or make adjustments, as needed. Proactive communication, trust and transparency are a big part of this process, so we strive to maintain close, collaborative relationships with our clients, every step of the way.


To find out how we can make this research-based approach work for your company, please contacts us. In the meantime, you can also learn more about our research offerings by visiting our Services page to download our research capabilities.


We look forward to hearing from you!


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