Idea Catalyst™: Research and Analytics

The foundation of great ideas is knowledge—and that’s where GCI Canada comes in. Everything we build, we build on a foundation of research.  We have proprietary and syndicated research planning tools, access to digital and social media analytics platforms along with measurement and tracking programs, all of which fall under GCI Canada’s Idea Catalyst™ division.  We benefit from a panel of 40,000 Canadians whom we can ask anything and everything.

Through Idea Catalyst™ we are able to gain a deeper understanding of target audiences and demographics, stay informed about industry trends, identify key online influencers and their impact, and harnessing the power of insights to develop strategic and impactful programming.

From this rich data, we develop insights that fuel our ideas towards success. It provides a concreteness to our work—knowing that the tactics we deploy and the messages we formulate are constructed to credibly appeal to the hearts and minds of our clients’ audiences.

Strategic Insights

GCI Canada consultants use custom research methods or provided client materials to develop insights that inform strategy, advance our client’s objectives and align with marketing and corporate communications initiatives. These planning tools include perception gap analysis, stakeholder mapping and communications audits. GCI Idea Catalyst™ also offers our clients an insights-based suite of tools that allows the team to analyze news content, conduct social listening to uncover trends and identify key online influencers as well as client supporters and detractors. These same tools are also used to identify the appropriate benchmarks and ongoing measurement against assigned metrics. We measure absolute results of what is important to our clients—customer and stakeholder behaviour, an organization’s reputation, sales or uptake. Ongoing evaluation allows GCI Canada to adjust strategy, messaging and channels as necessary to drive stronger outcomes.

Audience and Community

We have proprietary and syndicated research planning tools, access to digital and social media analytics platforms along with measurement and tracking programs, all of which fall under GCI’s Idea Catalyst™ division. The core of which is the acceptance of a digital and social reality that surrounds us under a constant media dome of information broadcast to billions through a device that fits in the palm of your hands. Idea Catalyst™ has 3 core operating principles—data-driven programs, deeper insights, and smart audience segmentation.

Through Idea Catalyst™, we are able to gain a deeper understanding of target audiences and demographics, stay informed on industry trends, identify key online influencers and their impact, and harnessing the power of insights to develop strategic and impactful programming. We routinely monitor progress against benchmarks and proactively determine the best optimizations to make mid-campaign for optimizing ROI. We ensure data-driven thinking on key metrics, measuring each step of the consumer journey through multiple touch points.

GCI Idea Catalyst™ tools help our team assess the local environment through community profiles, stakeholder maps and other research methods. Applying our insights, we then craft a targeted engagement approach that ensures a high degree of participation, meaningful engagement and community ownership. GCI Canada uses location-based insights that allow us to zero in at a city or street level to identify stakeholders and customers to uncover behavioural trends that will inform our strategies.

Idea Catalyst Toolkit

Some of the GCI Canada tools under Idea Catalyst™ we use to segment audiences, target them on social and digital media, along with optimizing in real time and measuring impact are:

  • Idea Catalyst Panel: Omnibus and custom survey research of our panel of 40,000 Canadians.
  • Brandwatch: Understand trends and relevant conversations pertaining to your business on social media.
  • Traackr: Discover the top influencers who are driving the bulk of conversations on social media.
  • Affinio: Explore unique unifying interests between seemingly unrelated audiences to inform content.
  • Facebook Business Manager: Audience insights and analytics.
  • Google Display Network: Audience insights and analytics.
  • MRP: Gauging coverage around key topics of interest pertaining to your business.
  • Cision: Worldwide social media monitoring, engagement and media publicity.