How much research do you do when you’re putting together the communication strategy for your change program? If you’re like most change managers I know, the answer is probably - not all that much. Even if you have a communication strategy, how do you know if it’s effective or impactful? Knowing how your key messages land, your events are received or if your support materials are hitting the mark is essential. Ensuring an effective communication strategy all comes down to whether smart research and analysis underpin our efforts. That’s what I’m talking about with our guest on the show today. Sarah Illy is the Founder and Director of communications and marketing consultancy SAIL Communications. Sarah has over 20 years experience devising and implementing engagement projects, strategic communication plans and marketing campaigns. With a background in research and data analytics, Sarah has a passion for research-led strategy. Her speciality is unearthing insights and embedding an audience-centric approach into the development of marketing and communication strategies. We had a fascinating conversation and I’m so excited for you to listen in. You’ll hear about when research is most useful and when we can get away with not doing it and why research and listening need to be at the heart of your communications strategy. Sarah shares her three-step approach to research, which makes the whole process clear and accessible. You’ll also hear practical tips for measuring and reporting on the effectiveness of your communication efforts. If you think research is intimidating or something you just don’t have time for, this conversation will help change your mind! Connect with Sarah Illy: LinkedIn:    https://au.linkedin.com/in/sarah-illy-0171 Connect with me:  Website:            https://www.everchange.com.au/ LinkedIn:            https://www.linkedin.com/in/drkatebyrne