A well-targeted and cost-effective tactical plan is based necessarily on reality, not educated guesses or information gained through the filter of the sales force. By first validating suspicions about audience perceptions and needs, the public relations programming can be focused on those audiences and efforts most likely to produce the desired results, which prevents waste of time and money. Our research efforts include all forms, from focus groups and soft soundings, to phone and mail surveys and electronic information gathering online, in shopping malls and at trade shows. To deliver the best results to the client, we hire the best research partner to fit the client need, from national polling firms, to industry-specific research houses and niche research specialists.