Market research is actually about the business of empathy. If PR messages are designed to create or shape attitudes, opinions and behaviors, it is vital to understand how the intended audience currently thinks, feels or acts.
Market research can discover where the audience is and most importantly, why. PR messages are the product. Often, like any manufactured product, the step of understanding the intended customer is skipped – it takes time and it’s just easier to assume you know the audience.
This is why many PR messages do not have the intended impact; they were not developed from the audience’s perspective.