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Social sector


Managing relationships in the social sector differs from managing relationships in the business world. When applied to social marketing, the tools of business marketing help to achieve beneficial agreements for society between diverse individuals, thus nurturing universal social welfare.


Societal welfare is the end-goal of research in the social sphere. Research must assist in finding solutions, which foster citizens’ cooperation with state institutions and seek benefit for society. On other words, if in the business world we talk more often about exchange, in the social sphere we talk about comprehensive partnerships: those between citizens and institutions, citizens and researchers, as well as institutions and researchers.


A number of “automatic transferal” mistakes are made when directly applying market research instruments to the social sector. Members of target groups are considered more as:


* consumers in the business sector, rather than citizens or interest group representatives;

* passive respondents, rather than active participants in dialogue.


Under ideal circumstances, researchers must seek to assist citizens in becoming part of a social dialogue, not just poll them directly.


By analyzing the attitudes and needs of citizens, we help government institutions comprehend society and – through the use of effective methods of communication and social dialogue – strengthen mutual trust. By contributing to the preparation of public information campaign strategies, we enable government institutions or other interest groups to change societal attitudes, or even to influence behavioral routines (environmental and economic consumerism, social responsibility on the road, the war against corruption, etc.)


On the other hand, we assist government institutions or other organizations active in the social sphere in understanding the positions of leading individuals in society and other interest groups, which are important in the formation of policy, regulations and legislation.


Sector research:


By implementing our research and evaluating, which actions result in success, we build a bridge between government and society:


* we track differing levels of knowledge, attitudes, needs and intentions within society;

* we point out changes in social behavior;

* we evaluate the success of social communication;

* we determine the effectiveness of various social communications tools (informational messages, advertising, etc.) on target groups.


We partner with government institutions and other organizations within the social sphere:


* by choosing the most appropriate research methods, target groups, their samples, etc.;

* by preparing long-term research strategies;

* by consulting through research polls in preparing applications and terms-of-reference;

* by analyzing the results of past research and other germane information;

* by collecting and analyzing secondary information;

* by evaluating the quality of past research and polls.


Our clients in the social sector: Finance Ministry of the Republic of Lithuania, Publicum, The Lithuanian Statistics Department, ESTEP, Omnitel, VRP, National Institute for Health and Welfare THL Finland, TMD Partners, Vilnius City Municipality.