Real Research, Real Credibility: Using Surveys to Strengthen Communication’s Strategic Role
At last week’s NACWA Strategic Communication Conference, I had the chance to speak to a room full of people who do what I do: communicate on behalf of clean water utilities. It’s a rare and refreshing thing to be surrounded by others who think the same way, face similar challenges, and care deeply about helping the public understand essential but often invisible work.
In my session with Braxton Payne of The Kelley Group, I talked about how we use scientific, statistically valid survey data to strengthen not just our messaging, but the role communication plays across our organization.
For years, MSD Project Clear has conducted statistically valid opinion surveys to better understand our customers and to inform our messaging strategy. It’s not about polling for popularity. It’s about listening well so we can lead better.
Here are three ways that investment continues to pay off:
1. It improves communication.
When we understand what matters to our customers (and how to talk to them about it) we can focus our messaging where it counts. Scientific surveys help us avoid guesswork and give us clarity: What do people know? Where are the gaps? What messages resonate?
This kind of insight keeps us from wasting limited time, energy, and resources. We don’t have to chase trends or rely on instincts. We can speak to our community in a way they’ll actually hear.
2. It strengthens strategic value.
Too often, communication is treated as the final step - how we explain a decision that’s already been made. But when we bring customer data into the room early, we can help shape better, more responsive decisions from the start.
It gives communication more weight in strategic discussions. We’re not just advocating for “good messaging.” We’re bringing real insight to the table, backed by numbers, about what people care about and how to move them.
3. It creates alignment.
Survey data helps get everyone - engineers, planners, communicators, executives - on the same page. It’s easy to second-guess messaging when it’s my opinion vs. yours. But if I can show that a specific message resonates with 75% of our customers, even if someone disagrees with it personally, they’re more likely to support it.
Scientific research isn’t just a tool for messaging. It’s leverage. It gives communicators the ability to influence decisions, unify internal teams, and deliver more effective outcomes. If we want communication to be seen as strategic, we have to show up with strategic insight. And that starts with listening at scale.
