North America

USA - New York

New York
New York
275 Seventh Ave, Suite 706
New York, NY 10001
P: +1.646.722.3041
newyork@prime-research.com

USA - Detroit/ Ann Arbor

Ann Arbor / Detroit
Ann Arbor/ Detroit
309 Maynard Street
Ann Arbor, MI 48104
+1 734 913 0348
annarbor@prime-research.com

Europe

Germany

Frankfurt / Mainz
Kaiserstrasse 22-24
55116 Mainz
+49 6131 2180 0
mainz@prime-research.com

United Kingdom

Oxford
58 St. Aldates
Oxford, OX1 1ST
+44 1865 324 911
oxford@prime-research.com

Switzerland

Zurich
Badenerstraße 549
8048 Zurich
+41 43 210 97 46
zurich@prime-research.com

South America

Brazil

Sao Paulo
Av. Roque Petroni Júnior, 1089
São Paulo, SP Brasil – 04707-900
+55 11 3033 5858
saopaulo@prime-research.com

Asia Pacific

China

Shanghai
Rm.306, Bldg. 2
Lujiazui Software Park No. 100, Lane 91, E'shan Rd. Pudong Shanghai 200127, China
+86 21 6859 2099
shanghai@prime-research.com

India

Office no. 3, 14th floor German Center
Building No. 9B -DLF Cyber City
Phase-III Gurgaon - INDIA
+91 124 463 6045
newdelhi@prime-research.com

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8 Star Wars Lessons About Communication Measurement

by Jesper Andersen I have always been a great Star Wars fan. Waiting impatiently for the upcoming premiere of Star Wars: The Last Jedi this week, I was inspired to write this post about 8 important lessons about communication measurement that we can learn from the Star Wars storyline. 1. Don’t be seduced by the Dark Side of the Force (AVE’s) Darth Vader’s seduction by the Dark Side of the Force, and how he and Emperor Palpatine also try to turn Luke Skywalker, is a central theme in Star Wars. Whereas the Light requires patience and discipline to master, the Dark Side lures us with promises of quick and easy power. In the world of communications measurement, ‘vanity metrics’ are the Dark Side and none more so than Advertising Value Equivalency (AVE). They will try to seduce you with big ...

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Are Organizational Goals Really Top of Mind for Communication Professionals? Insights from the Global Communication Monitor

Why should communicators spend time and money on measurement? At least two reasons are frequently mentioned in theory and practice alike: doing things right and doing the right thing. First of all, effective management has to rely on up-to-date data. How do audiences use different media? Which social media influencers are relevant for our firm’s reputation? How large is our share of voice in the public debate on contested issues? Measurement tools can provide such insights (Macnamara, 2018). Clear goals and objectives are necessary to plan and evaluate communication activities, i.e. for doing things right. However, communication is sometimes planned and executed without being linked to the overall goals of the organization or client. Everyone in the profession can tell stories of ...

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The Importance of Measureable Public Relations

by Mark Weiner, PRIME Research Public Relations benefits directly from the evolving science of marketing. As time progresses, more and more communications investment decision makers recognize PR’s ability to deliver credible and involving messages that are lasting, effective and relatively inexpensive. This combination – lasting, effective and inexpensive leads to a strong return-on-investment. And yet, while communicators know they must contribute a positive ROI (and management demands it) many public relations professionals refuse to assess and measure their public relations output and outcomes, not to mention their ROI. Just as executives require every other area within the organization to generate and demonstrate a measureable contribution to business goals, executives expect the same ...

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