“Sometimes you have to prove that research can have added value”

For over 25 years, we have been connecting organizations with the best marketing, communication and content professionals. We find suitable assignments or functions for junior, medior and senior professionals. In Spot On, we would like to introduce them to you. This time, Spot On: Aartie Rambaran Mishre, Internal Communication Researcher (ai) at the National Police.

“Babbage started looking for a new project for me, which is how we ended up with the police.”

From marketer to researcher

“I am a marketer by training and have worked in various marketing and communication departments. After more than 10 years, I decided to switch from client to agency side and I got into the market research profession. I try to get under the skin of the target group with research. I also do this at the police in the Innovation and Research department. At the police, we have two large target groups: on the one hand, the citizens, people who, for example, file a report and have contact with the police, and on the other hand, the employees, our colleagues in operations and at the office. We find out what is going on with these target groups or how they respond to new ideas. That is the specific part that I am involved in.”

Translation into practice

“I mainly ended up here because of my research experience, how to set up and conduct qualitative and quantitative research. In my case, the advantage is that I have also sat on the other side of the table, which makes it easy for me to translate this into practice. People often look for a number of clear starting points: what can they do with a study? We help with that. When the results of a study are known, we help to filter out the most important conclusions and develop solutions that colleagues can then apply in their work.

We believe it is important to align our communication with what colleagues want to know. To give an example: we recently conducted an internal communication study in which a number of updated HRM letters were presented to colleagues to see how these letters came across. Are the letters clear, what feeling does the subject evoke, is there empathy, what is the tone, does it say what you want to know or are you missing something? The feedback from colleagues has led to concrete points for improvement that were implemented immediately.”

Strategic and practical

“The police are a very dynamic organisation, a lot happens on different subjects. For example, the control room is a completely different branch of sport than the mobile unit (ME) or the daily routine at the police station. The programme Opsporing Verzocht is also made within the Communications Department and that is also a completely different part. It is varied and remains fascinating. I think that this appeals to me the most, that there is always a new subject that I can delve into.”

Babbage's role

“I was approached by Babbage via LinkedIn. At that time I was still working on another project and when that project was completed, Babbage started looking for a new assignment for me. That's how we ended up at the police. The contact went very well! We first had an introductory meeting in which we looked at my background, work experience and education and the wishes of the client. I have also worked at a number of ministries in recent years and Babbage has many projects at government agencies, so the match was quickly made. I have to say, when it comes to research positions, the pickings are slim in terms of assignments. But the advantage of that is that if such a position is available, I am approached immediately. As a researcher you have a different perspective than as a communications advisor, you complement each other.”

Is there anything you would like to share with other marcom professionals? 

“Always focus on your marketing or communication issue, research is mainly a means or method to see if your feeling or assumption is correct. Try to make insights from the consumer or citizen clear and tangible through research. What you see in practice is that research is sometimes only used later, which means that a lot of time and/or money, but especially insight into your target group, is lost. It doesn't always have to be something big, but it is sometimes good to ask your target group some questions before you roll out a campaign. Sometimes you have to prove that research can have added value. But my experience is that once you have shown this, clients no longer want to do without it and together you get a better end result.” 

Are you also looking for a new challenge? We would love to talk to you and find your next step together.