At which point in the communications process should analysis intervene? Early is better. Ideally before the communications process actually begins. Communications and Percep-tion Analysis is, however, still extremely useful late in the process, or even after. After-the-fact analysis can serve to rectify ineffective communications scenarios.

Analysts are used to reposition existing products or messages. For example, analysts are called upon to determine the elements of a building interior or exterior requiring redesign when they no longer meet the needs of its users or satisfy the goals of its owners. The redesign of a publication is another example. The analysis does not preempt the entire creative process. Instead, the analysis becomes an integral part of it. In this scenario, the analyst must focus not only on the eventual impact of a new design but must also take into great consideration the impact to date.

Ideally, an analyst is recruited at the same time as the decision maker commissions a designer. The process then becomes a four-pronged effort:

1. The decision maker sets goals and controls the resources.
2. The designer proposes communications solutions.
3. The analyst ensures the designer’s communications solutions meet the decision maker’s goals.
4. The target provides feedback.