Andrew Edwards’ Post

To develop compelling cybersecurity research and surveys, spending time with leadership from this amazing community is invaluable. I’m grateful to Palo Alto Networks Unit 42 for the generous invite to the exclusive dinner discussing "Securing the Digital Frontier: Connecting Cybersecurity, Operations, and Risk Management." It was an honor to engage with top executives in cybersecurity, including CISO’s and InfoSec Managers from Apple, Fedex, Equifax, Morgan Stanley, Wells Fargo, Medtronic, Macy's, PayChex, Coca Cola, and Gap.

A very quick guide for developing a survey: 1. Confirm the research objective. 2. Identify the survey respondents AFTER confirming the objective. 3. Write the questionnaire with the objective and respondents in mind. 4. Analyze the findings and how the data relates to the objective. Objective + final data = stories! #publicrelations #marketing #surveys

Ever conducted a #PR or #Marketing survey with an overwhelming consensus? While it may tie back to your client, repeating the obvious doesn't add brand value. Want to make your survey stand out? Make comparisons. Compare age groups, genders, geographies, and education levels to reveal lesser-known truths. For example, only 18% of 18-25 year olds fear cyberattacks on their bank accounts compared to 81% of those 40+. Highlighting comparisons can make your surveys newsworthy. Consider targeting unique audiences based on job titles, industries, sectors, and employee/revenue sizes to bring fresh insights to the table. #MarketResearch #SurveyAnalysis #DataInsights #publicrelations

Converting statistics into real-life scenarios is crucial for making data relatable and understandable to your audience. Showing how percentages translate into "real world" numbers can make it much easier to understand - and it will have a positive impact! For example, replacing '40% of US Adults' with '96 Million US Adults' directly links the data to a the real US population, making it easier for the audience (and media outlets) to comprehend. This is a big deal for #PR & #Marketing surveys! #DataAnalysis #Statistics #DataTranslation

Market Research is a game-changer for companies that leverage it properly. Here are 6 ways I recently helped my clients use research: - Boost media coverage - Increase sales funnels - Ignite marketing efforts - Fuel demand generation - Change price points - Examination of company logos, content, products & more And there are dozens more!

Figuring out survey sample sizes can be daunting, especially if you're not immersed in it daily. Understanding survey respondent criteria can be overwhelming with terms like margin of error, statistically viable, and representative. For #PR or #Marketing professionals considering a survey - these terms might seem like a foreign language, leading to hesitation to move ahead. Two tips to simplify survey sample sizing: 1. Assess the number of respondents available via a survey panel: - More respondents in the panel = Larger sample size needed. - Fewer respondents in the panel = Smaller sample size required. 2. Analyze "real" world data: Look at existing surveys to determine the number of target respondents covered in the media. For example: - How many IT-Decision Makers participated in recent Fortune, Forbes, or other verticals' surveys? - How many physicians were surveyed in recent USA Today, WSJ, or LA Times articles? - How many SMBs were surveyed in recent Inc., Fast Company, or industry trades articles? Real-life cases serve as the best benchmark. In the current media landscape, various respondent groups are receiving earned media coverage with specific sample sizes: - Gen pop: 1,000-2,000 - CISOs: 200-300 - ITDMs: 250-500 - Homeowners: 500 - Moms/Dads: 1,000 - Gamers: 1,000 This is just a start! If you need more examples, feel free to reach out!

Pitching a PR survey to the media? Remember, research your media targets beforehand. Here are some tips - Look for media outlets that cover legitimate surveys, not pay-for-play. - Check the methodology. No methodology = likely a pay-for-play. - Focus on reporters that aren't overwhelmed while covering multiple areas like healthcare, tech, and consumer topics. Specializing in industry-specific surveys can lead to less competition and better results. - Build strong relationships with media contacts. Ask them about the surveys they prefer to cover and seek their input before conducting your survey. - Keep the reporters informed about the survey timeline and be a valuable partner throughout the process. #PublicRelations #MediaPitching #SurveyStrategy