Media & Publishing - Sample Studies

  • Type of Product Issues/Needs
    Methodology
    Key
    Learning
  • Type of Product Issues/Needs

    Magazine on Collectibles

    Content Appeal

    Methodology

    Focus Groups
    - The newly affluent,
    ages 30-44

    Key Learning

    Inputs that impacted the publication name, cover and internal graphics, and emphasis on particular topics and sections.

  • Type of Product Issues/Needs

    Retail Trade

    Advertising Growth

    Methodology

    In-Depth Telephone Interviews
    - Advertising Directors
    - Marketing Directors

    Key Learning

    Clarified publication’s strengths and weaknesses among segmented target groups. Allowed development of a more cohesive sales approach, with suggestions for a stronger sales message and continuing relationships.

  • Type of Product Issues/Needs

    Investor Newsletter

    Positioning & Offer

    Methodology

    Focus Groups- High income investors, holding individual stocks

    Key Learning

    Identified the strongest umbrella message, along with editorial items strongest for emphasis. Editorial modifications were implemented for a rollout.

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