Turning Associate Insights into Action: A Data-Driven Internal Communications Assessment

Client

Denso North America

Key Services

• Project Management

• Survey Development and Implementation

• Data Analysis

• Internal Communication

• Focus Group Implementation

The Challenge

In 2025, the DENSO North America communications team wanted to understand associate usage of internal communication tools and content in the region. They were looking for information and analysis, as well as ideas, to help determine the most effective ways to communicate with and engage associates.

Specifically, the goals were to evaluate communication tools, assess content relevance and usefulness, measure communication effectiveness and engagement, analyze communication flow and transparency, and identify opportunities for improvement. To assist in this analysis, DENSO requested quantitative and qualitative data. With more than 18,000 associates in the U.S., Canada and Mexico, an online survey, in English and Spanish was deployed to gather quantitative data. Qualitative feedback was gathered through in-person focus groups.

Our Approach

This was not the first time DENSO sought to gather this information; in 2017, they hired WayPoint to conduct an audit of their internal communication activities. Utilizing lessons learned and best practices from the 2017 project, WayPoint developed an integrated plan with deliverables and timing for the online survey and focus groups.

Understanding that getting associates to complete the online survey would be a challenge, we kept it short – only 12 questions – while still gathering the necessary feedback and demographic information. As an added incentive, DENSO conducted a raffle for associates to win a Yeti cooler if they completed the survey. In fact, the survey became known as “the Yeti cooler survey” among associates. To promote the survey, we developed an email that also appeared on the company’s intranet and associate mobile app, as well as materials for the internal TV system, ensuring information got to production and non-production associates.

For focus groups, we closely worked with the DENSO communications team to identify a point person at each of the nine targeted sites to help with logistics and secure a diverse group of participants for each session. To create an environment where associates were comfortable being open and sharing honest feedback, sessions were grouped by level – directors and above, managers, office workers, production associates. Sessions were limited to 60 minutes, some taking less, and though we had set questions and topics to address (e.g., communication tools, information received, what’s working and not working, ideas, etc.), we encouraged open dialogue and led the discussion based on responses – no two sessions were alike.

Results

More than 4,500 associates across all levels completed the survey and we conducted 45 focus groups over a three-month period; sessions in Mexico were facilitated by local associates, and Canada sessions were held virtually.

With the survey and focus groups completed, we entered the analysis phase, providing detailed reports for each site, which included overall findings; participant demographics; details on communication effectiveness, tools and content; and detailed focus group feedback on content, tools, improvement and ideas. In addition to site reports, an overall NA report with overall findings and observations, participant demographics, and details on communication effectiveness, tools and content, was provided to the DENSO communications team, which was then presented to North American leadership.

The analysis was utilized to determine overall internal communication effectiveness and employee engagement and awareness of the company. Additionally, the results helped determine what internal communication tools to continue to invest time and budget in and what could be eliminated or improved.