Understanding people, groups & communities

Author: AxelMondrian & Partners
Date: 07.05.2024, Yerevan

At “AxelMondrian,” we often encounter individuals seeking professional advice with a seemingly straightforward request: “Help us create a strategy to reach more people with our message.” However, this request is often based on a logical fallacy that poses a significant obstacle to designing an effective Communication Strategy. True strategy begins with a deep understanding of people, groups, and communities—not as a psychologist would approach it, but rather through the calculation and prediction of group behavior, using the mathematics of repetitions and probabilities.

A Communication strategy, or at least a significant portion of it (around 60%), is grounded in research material. As a member of the European network, we conduct this research using a licensed and adapted methodology. With the support of USAID and at the request of the International Republican Institute, we organized a Strategy Methodology and Strategic Communication session for government spokespersons in the spring of 2023. We firmly believe that public dialogue and the work of professionals contribute to the greater public good. We extend our heartfelt gratitude to our partners at the International Republi can Institute for their trust and cooperation.

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