In a recent benchmarking study we asked a number of leading practitioners how they tackled intelligence gatering and we heard some interesting things.
We weren't asking abot evaluation; more about how they kept an ear to the gound inside thier organisation. People generally agreed with our premise that knowing the internal 'vibe' is one of the core roles of an IC Director; after all, if you don't know your audience how can you advise on the best way to reach them?
In our converstions we debated surveys, upskilling the comms team to hold focus groups, whether deep statistical analysis of the stuff survey was worth while and how frequently you should takethe pulse. We heard some interesting ideas about how you report back to senior leaders.
But several people bemoaned the problem of finding the time to listen - everyone said it was imprortant - but getting out from underneath day to day demands is a real struggle for many people....