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A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.

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Presentation on theme: "A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development."— Presentation transcript:

1 A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development

2 2 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Three Things We All Know about Newspapers

3 3 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Three Things We All Know about Newspapers

4 4 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Three Things We All Know about Newspapers

5 5 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution How Did This Happen? Our future is in the hands of a sight, sound, motion generation News is available 24 hours a day, 7 days a week Depth of coverage is out of sync with fast-paced 21 st century life Things that used to drive 18-34s to the paper are now done online Multitasking is a way of life The world changed …

6 6 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution 2002 Reach Among 18-34s (% of mkt.) 50% 10% 6% Source: Gallup Poll of Media Usage, Chicago Market 2002 Chicago Tribune Needed an Edge

7 7 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Preliminary Work Informed Us Focus Groups 20 Adults in their 20s Tribune Proprietary Research Studies Local Newspaper Study Single Copy Newspaper Buyer Study P R I Z M Tribune Young Readers Panel 10 adults 17 – 23 Leisure Time Study 1 x 1 Interviews with External Industry Experts 3 out of market newspaper peers Industry Analysis Internal Information Resources External Resources Primary Research T HE G ALLUP O RGANIZATION Editorial Readership Priorities, 2001

8 8 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution What We Learned Young readers are interested in local and relevant news You can have attitude but you must choose your spots Humor is essential Too much celebrity coverage is too much Brand credibility still means something

9 9 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution What We Made

10 10 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution What We Needed To Do Short-term Reach year-olds, mainly in the city, who are commuters Quickly build trial and brand awareness Develop a daily reading habit Long-term Grow circulation and readership among young readers Increase market share against competing publications Migrate readers to other Tribune media Generate healthy profits and margins

11 11 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution What We Launched

12 12 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Who was reading this thing? Was it working for them? Did we have the right content mix? Most importantly, were the covers attracting our targets? What We Still Needed to Learn

13 13 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Conduct a study among consumers of a product that does not yet exist Routinely survey a target audience (Gen Y) that is difficult to reach Mobile Tech savvy Notorious for low newspaper readership Generate initial and sustained interest Construct a daily interviewing and reporting process Cover and content specific Frequent topline reporting Iterative process Track results over time The Research Challenge

14 14 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Quantitative Panel Online ? On Site / Central Location Intercept ? Other ? Methodology Recruitment Options Use existing online panel(s) ? In-paper ads ? Postcard ? Online ?

15 15 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Postcard

16 16 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution In-Paper Ad

17 17 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Intro survey (populate potential panel members, comments) Panel Construction Panel survey (screening, demographics, panel invite) Weekly survey Morning launch (9-10am) Midnight close Reshuffle sample each week Qualifications Current RedEye reader Mix of demographics (age, gender, income, etc.) Mix of geography (city/non-city, distribution area) Security (industry) screen

18 18 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution 1 st half: Base survey Readership behavior Questionnaire 2 nd half: Targeted area (specific focus over 1-3 week periods) General appeal Specific content, design elements Reader attitudes Shopping behaviors and cross-media habits Length: Less than 10 minutes Form: Mostly closed ends Comments at end Visual

19 19 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Questionnaire

20 20 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Fieldwork A. Weekly Questionnaire Provided C. Sample Cleaned / Randomized 1. Cover.jpg Received / Inserted B. Questionnaire Programmed / Tested 2. Survey Re-tested then Launched 3. Initial Results Checked 4. Results Monitored 5. Close Survey 6. Data Pulled / Topline Created WEEKLY DAILY D. Weekly Report Generated

21 21 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Daily topline Download from secure site Basic graphical report Reporting Summary report Compiled weekly Verbatims Presented in raw form

22 22 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Reporting

23 23 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Reporting

24 24 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Initial Sweepstakes Incentives $ Gift card Mailed via USPS 3 options $10 per occasion After first full survey After every 4 additional surveys

25 25 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Non-Responders (Non-Readers) Out after X weeks Ongoing Panel Management Feedback Loop Establish one Monitor it daily Housekeeping Removal from panel Change of address (mail, ) Repopulate as needed

26 26 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Panel Members: 900 Panel Results Response rates: High (63-72%) Longevity: 5 months Bottom line: Actionable results … provided on a timely basis used to improve the product ultimately resulting in increased circulation

27 27 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Consider multiple options (be creative) Offer popular incentives (relevant) Monitor costs (10,500+ at less than $10 per complete) (Try to) keep it simple Avoid overload (take a break) Pre-test (and adapt) Build in controls (process checks) Key Process Learnings

28 28 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Cover Elements Analysis Working with Tedesco Analytics, Inc. analyzed panel findings Panel readership and satisfaction scores varied from issue to issue Wanted to make best use of panel learnings to inform future efforts Complexity science uncovered patterns of most successful covers Each element of every cover was put into the model Appended readership/satisfaction scores for each issue Determined which elements were linked with highest readership/satisfaction

29 29 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Subject preferences of younger audience will not turn off 35+ readers What We Learned

30 30 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Covers featuring males that have an outdoor feel outperform others What We Learned

31 31 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Stories with a local connection and covers that give people a lot of reasons to open the paper work best What We Learned

32 32 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Photos that suggest action and are not staged resonate most What We Learned

33 33 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution TV/movie take-offs are best used sparingly What We Learned

34 34 Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution Fieldwork recently completed Smaller scale, more focused Previous learnings put into action RedEye Panel – Wave II

35 A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development


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