Research Handbook
Phase 1 – Orientation
Goals orientation phase based on client’s view:
1. To gain a comprehensive understanding of the client’s assignment
2. To gain a comprehensive understanding of the client’s problem, from the client’s perspective
3. To determine the roles communication can play in solving the client’s problem
(communication product objectives)
Project Initiation Document (PID)
Product description
A short description of the organization and the project; to establish a context for
understanding the client’s problem and includes only necessary information.
Problem description
Describes the goals of the organization from their perspective and the factors, concerns and
potential negative consequences that are important to keep in mind in achieving those goals.
The undesired situation is mostly the current situation of an organization or something that
they want to avoid in the future.
Problem statement
Presents the desired situation or goal of the organization in light of stakeholders’ concerns
and potential negative consequences which emerge when considering how to reach that
goal.
How can [organization] [desired situation] without [concerns/negative consequences]
Issues problem statement
- Incomplete descriptions: describing an undesired or desired situation is not sufficient to
describe a problem. There must be a (potential) negative consequence
- Solutions are not desired situations: describing a problem is often to propose a specific
solution. Use a desired goal itself as solution. Don’t mischaracterize the target group.
Disadvantages specific solutions: focus on single activities, fail to capture the
complexity of the organization’s problem. Disallow consideration of alternative
solutions and make potentially false prediction that the solution will be successful
- Research goals are not desired situations: describe what the undesired current situation
is lacking and what the desired situation will bring into existence.
1
, Measurable goals
Describes what needs to happen in the world for the
organization to reach the goal. It is measurable if we can
determine how often is occurs (frequency), how much of it
there is (size, number, amount), or how consistently it occurs
over time (rate).
Measurable goals can be determined during an
intake/orientation interview with specific questions
Possible questions:
1. What does [this goal, this concept] mean?
2. What do you mean by [this goal, this situation, this concept]?
3. What needs to happen to reach [this goal, this situation]?
4. What real-world results would convince you that [this goal, this situation] has been
achieved?
Communication product objectives
Describes how communication can contribute to reaching a
organization’s measurable goal.
- Creating awareness, directing behaviour, inspiring
behaviour change, spreading knowledge (informing,
educating), shaping attitudes, stimulating desires or
facilitating relationships
The objectives provide which communication product will be
most effective to achieve the goals and how the
communication product should be designed.
- Identify variables that can be expected to have influence
on reaching a measurable goal
It is influential if any substantial change in that variable
(frequency, size, amount or rate) can be expected to
obstruct or facilitate reaching a measurable goal.
Instances of obstruction or facilitation are called
outcomes.
[Organization] can [measurable goal] if [stakeholder]
[outcome].
Time plan
Specifies the deadline for the PID and the expected deadlines for the remaining phases of the
portfolio. Specifies with whom to interact and collaborate.
2
Phase 1 – Orientation
Goals orientation phase based on client’s view:
1. To gain a comprehensive understanding of the client’s assignment
2. To gain a comprehensive understanding of the client’s problem, from the client’s perspective
3. To determine the roles communication can play in solving the client’s problem
(communication product objectives)
Project Initiation Document (PID)
Product description
A short description of the organization and the project; to establish a context for
understanding the client’s problem and includes only necessary information.
Problem description
Describes the goals of the organization from their perspective and the factors, concerns and
potential negative consequences that are important to keep in mind in achieving those goals.
The undesired situation is mostly the current situation of an organization or something that
they want to avoid in the future.
Problem statement
Presents the desired situation or goal of the organization in light of stakeholders’ concerns
and potential negative consequences which emerge when considering how to reach that
goal.
How can [organization] [desired situation] without [concerns/negative consequences]
Issues problem statement
- Incomplete descriptions: describing an undesired or desired situation is not sufficient to
describe a problem. There must be a (potential) negative consequence
- Solutions are not desired situations: describing a problem is often to propose a specific
solution. Use a desired goal itself as solution. Don’t mischaracterize the target group.
Disadvantages specific solutions: focus on single activities, fail to capture the
complexity of the organization’s problem. Disallow consideration of alternative
solutions and make potentially false prediction that the solution will be successful
- Research goals are not desired situations: describe what the undesired current situation
is lacking and what the desired situation will bring into existence.
1
, Measurable goals
Describes what needs to happen in the world for the
organization to reach the goal. It is measurable if we can
determine how often is occurs (frequency), how much of it
there is (size, number, amount), or how consistently it occurs
over time (rate).
Measurable goals can be determined during an
intake/orientation interview with specific questions
Possible questions:
1. What does [this goal, this concept] mean?
2. What do you mean by [this goal, this situation, this concept]?
3. What needs to happen to reach [this goal, this situation]?
4. What real-world results would convince you that [this goal, this situation] has been
achieved?
Communication product objectives
Describes how communication can contribute to reaching a
organization’s measurable goal.
- Creating awareness, directing behaviour, inspiring
behaviour change, spreading knowledge (informing,
educating), shaping attitudes, stimulating desires or
facilitating relationships
The objectives provide which communication product will be
most effective to achieve the goals and how the
communication product should be designed.
- Identify variables that can be expected to have influence
on reaching a measurable goal
It is influential if any substantial change in that variable
(frequency, size, amount or rate) can be expected to
obstruct or facilitate reaching a measurable goal.
Instances of obstruction or facilitation are called
outcomes.
[Organization] can [measurable goal] if [stakeholder]
[outcome].
Time plan
Specifies the deadline for the PID and the expected deadlines for the remaining phases of the
portfolio. Specifies with whom to interact and collaborate.
2
