Communications &
Market Research Consulting
High-quality, affordable research about your audiences leads to better communications, marketing, and overall strategy.
Consulting Services
→ Get audience insights
I help you use existing or new data to answer questions about how your audience understands your product category, how they perceive your brand, or how effective a particular message is.
Individual interviews
Focus groups
Survey design
Data collection and analysis
Analysis of existing data
Design of A/B or other experiments
→ Optimize your research budget and results
Working with market research consultants is time consuming and costly. If your business doesn't have internal research expertise, it's hard to know if your budget is being spent wisely and if the process is getting the information you need.
I shepherd the research process and manage external research consultants to keep your project on track, on time, and on budget.
Request for proposal drafting
Evaluation of proposals
Oversight of research design
Strategic guidance on implementing or communicating findings
→ Increase your impact
If your work involves complex products, services, or ideas, you need communications and marketing messages and strategies that work. I craft messages and strategies using insights from social and consumer psychology to make sure your message lands.
Market research and analysis
Content strategy and creation
Measurement and evaluation
Contact Lura to discuss how she can help.
Leah Kral, Author, Innovation for Social Change: How Wildly Successful Nonprofits Inspire and Deliver Results
“Lura was a wonderful thought-partner to help me think about personal brand and promotion of my first book. She asked a lot of questions, was thorough, and tailored advice to my specific needs.
She recommended creative promotional ideas I never would have thought of. Bottom line - with great results. Can’t recommend her enough!”
Bret Jacobson, Partner, Red Edge Digital Media
"Most people ask dumb questions. Smart people ask clear questions. Lura asks insightful questions that get to the heart of how we can make the world better, faster, and kinder."
Get Your Market Research Playbook
Market research—whether on consumer segments, issues, or brands—is a significant investment. Research by a boutique firm can cost upward of $100,000. The risk of poorly conducted research is not only wasted money, but also incorrect conclusions leading to strategic errors or missed opportunities.
About Lura Forcum
Lura Forcum is an expert practitioner in marketing, communications, and research. Lura's skills include developing and implementing effective communication strategies on complex topics and designing, managing, and conducting research on a wide array of marketing subjects. Additionally, she leverages her background in social psychology to help organizations enhance their marketing effectiveness by more deeply understanding the people that make up their audiences.
Media
Is Treating Your Pet Like a Human Hurting More than Helping?
Lura talks to Beverly Hallberg on the Independent Women’s Forum “She Thinks” Podcast — why do we treat our pets like people? How do companies and products encourage this? And are our pets better or worse off when they’re our fur babies?
The Work of Academia, What’s Left Podcast
Lura joins Oliver Bateman, host of the What’s Left Podcast, to discuss the challenges facing academia.
The Work of Marketing, What’s Left Podcast
On this episode of the What’s Left podcast, Lura spoke with host Oliver Bateman and marketer Nathan Allebach about brands on social media. What’s Left is hosted by Oliver Bateman, a journalist, lawyer, historian, marketing professional and strength athlete.
Selected Publications
Refining Online Consumer Search into an Opportunity
Applied Marketing AnalyticsConsumer Memory Dynamics: Effects of Branding and Advertising on Formation, Stability, and Use of Consumer Memory, Handbook of Applied Memory Research
Does a Dollar Get You a Dollar’s Worth of Merchandise? The Impact of Power Distance Belief on Price-quality Judgments, Journal of Consumer Research
When and why do artifact emojis lead to backfire effects on consumer response? Journal of Consumer Behavior
Lura Knows People
A newsletter on how to human for those of us in marketing, comms, persuasion, advocacy, and influence.