It's critical in PR given public relations is ultimately the act of educating the public and other stakeholders by communicating facts. The other side of research in PR is to take a pulse on the market prior to a campaign - and then measuring it again post-campaign.
Did attitudes change? Are GPs more comfortable chatting to patients about your issue? Are sales spikes correlated with editorial support?
Palin PR can help you design your research and present it using infographics, presentations, and interactive digital content just for starters.