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Media & Publishing - Sample Studies
| Type of Product Key Issue |
Methodology | Key |
| Magazine on Collectibles Content Appeal |
Focus Groups - The newly affluent, ages 30-44 |
Inputs that impacted the publication name, cover and internal graphics, and emphasis on particular topics and sections. |
| Retail Trade Advertising Growth |
In-Depth Telephone Interviews - Advertising Directors - Marketing Directors |
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. |
| Investor Newsletter Positioning & Offer |
Focus Groups - High income investors, holding individual stocks |
Identified the strongest umbrella message, along with editorial items strongest for emphasis. Editorial modifications were implemented for a rollout. |
