GovComms: The Future of Government Communication · 2026-02-13 · 59 min
Governments are full of data, but it’s insight that drives real change. In this episode of GovComms , David Pembroke joins Garrett Tyler-Parker , Director of Analysis and Insights at Tourism Research Australia. Together, they break down how good research transforms spreadsheets into strategy. Garrett shares why formative research should shape a campaign from the start, how human stories give meaning to dashboards, and what’s changing fast as mobility data and AI enter the mix. Find out how to make evidence easier to understand, harder to ignore, and far more useful for the people who need to act on it. Key Points Insight beats information: government (and tourism) are awash with data, but the real job is turning the ‘what’ into the ‘so what’ Start research early: use formative research to shape the campaign, rather than using it to evaluate after Blend big data with human context: numbers show patterns, but storytelling makes evidence more memorable
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