No Slide Title by k966Xd

VIEWS: 2 PAGES: 35

									   Engaging Consumers
in New Product Development



A Case Study in Panel Design and Execution

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

Three Things We All Know about Newspapers




                                                    2
   Engaging Consumers in New Product Development:
      A Case Study in Panel Design and Execution

Three Things We All Know about Newspapers




                                                    3
   Engaging Consumers in New Product Development:
      A Case Study in Panel Design and Execution

Three Things We All Know about Newspapers




                                                    4
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

             How Did This Happen?
The world changed …

• 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 21st century life

• Things that used to drive 18-34s to the paper are now done online

• Multitasking is a way of life



                                                                       5
    Engaging Consumers in New Product Development:
       A Case Study in Panel Design and Execution
      Chicago Tribune Needed an Edge
                                                          2002 Reach Among
                                                                18-34’s
                                                              (% of mkt.)

                                                                50%


                                                                10%



                                                                6%

Source: Gallup Poll of Media Usage, Chicago Market 2002
                                                                             6
     Engaging Consumers in New Product Development:
        A Case Study in Panel Design and Execution

         Preliminary Work Informed Us
Internal Information Resources          External Resources                Primary Research


    THE GALLUP                                     Editorial Readership      Focus Groups
   ORGANIZATION                                    Priorities, 2001           20 Adults in their 20’s



                                                                           1 x 1 Interviews
                                                                             with External
        Tribune Proprietary
                                                                           Industry Experts
         Research Studies                          Leisure                    3 out of market
          Local Newspaper Study                    Time Study                newspaper peers
    Single Copy Newspaper Buyer Study

                                           Industry Analysis
                                                                            Tribune Young
                                                                            Readers Panel
                        PRIZM                                                 10 adults 17 – 23




                                                                                                        7
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




                                                            8
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution
            What We Made




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

           What We Needed To Do
Short-term
• Reach 18-34 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




                                                                 10
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

          What We Launched




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

    What We Still Needed to Learn
• 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?




                                                              12
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

          The Research Challenge
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



                                                                        13
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                       Methodology
Quantitative Panel
• Online ?
• On Site / Central Location Intercept ?
• Other ?


Recruitment Options
• Use existing online panel(s) ?
• In-paper ads ?
• Postcard ?
• Online ?




                                                 14
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                Postcard




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

               In-Paper Ad




                                                 16
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                 Panel Construction
Intro survey (populate potential panel members, comments)
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



                                                            17
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                        Questionnaire
1st half: Base survey
• Readership behavior
2nd 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


                                                                 18
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

             Questionnaire




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

                            Fieldwork
                                             3. Initial
                                             Results
                                             Checked
                            2. Survey
                            Re-tested
                               then                       4. Results
                            Launched                      Monitored
  A. Weekly
 Questionnaire
   Provided                                    DAILY


B. Questionnaire             1. Cover .jpg
 Programmed /      WEEKLY     Received /                  5. Close
     Tested                     Inserted                  Survey
                                              6. Data
   C. Sample                                  Pulled /
   Cleaned /                                  Topline
  Randomized                                  Created
                                                                       D. Weekly
                                                                        Report
                                                                       Generated
                                                                                   20
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                          Reporting
Daily topline
• Download from secure site
• Basic graphical report
Summary report
• Compiled weekly
Verbatims
• Presented in raw form




                                                 21
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                Reporting




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

                                                              Reporting
                                                             Did today's cover entice you to pick
                                                                     up RedEye? (n=186)



                                                                                           No
                                                                                          38%



                                                                        Yes
                                                                        62%




       What was it about the cover that enticed you to pick up
                                                                                               What was it about today's RedEye that caused you to
                          RedEye? (n=116)
                                                                                                                 pick it up? (n=70)
100%
                                                                                 100%

 80%
                                              70%                                 80%

            57%
 60%                                                                              60%
                                                                                               41%                                                        40%
                                                                                  40%
 40%                                                                                                                                                                                           27%
                                                                                                                              23%             0.21
                           25%                                                                                                                                          16%          19%
                                                                                  20%
 20%                                                                                                             3%
                                                                10%
                                                                                     0%
 0%




                                                                                                                                                                     ot
                                                                                                                                           .




                                                                                                                                                                                   s




                                                                                                                                                                                              er
                                                                                                                                                         s
                                                                                               e



                                                                                                            ed




                                                                                                                                         nt
                                                                                                                         ix




                                                                                                                                                                                rt
                                                                                           m




                                                                                                                                                     ew




                                                                                                                                                                    H




                                                                                                                                                                                           th
                                                                                                                         m




                                                                                                                                          E
                                                                                                         ifi




                                                                                                                                                                                 o
         Pic/graphic    Boldness of   Topic of Cover Story      Other




                                                                                                                                                                ed
                                                                                          to




                                                                                                                                                                                           O
                                                                                                                      ro




                                                                                                                                                                              Sp
                                                                                                                                                     N
                                                                                                                                       er
                                                                                                       ss




                                                                                                                                                                R
                                                                                                                   et
                                                                                     ed




                                                                                                                                    th
                                                                                                     la




                         Headline
                                                                                                                  M




                                                                                                                                O
                                                                                                   C
                                                                                    d
                                                                                 an
                                                                                 H




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

                             Incentives
Initial Sweepstakes

$ Gift card
• Mailed via USPS
• 3 options
• $10 per occasion
    •   After first full survey
    •   After every 4 additional surveys




                                                 24
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

       Ongoing Panel Management
Non-Responders (Non-Readers)
• Out after X weeks
Feedback Loop
• Establish one
• Monitor it daily
Housekeeping
• Removal from panel
• Change of address (mail, e-mail)
Repopulate as needed




                                                 25
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

                        Panel Results
Panel Members: 900
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




                                                  26
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

           Key Process Learnings
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)



                                                        27
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




                                                                                 28
 Engaging Consumers in New Product Development:
    A Case Study in Panel Design and Execution

                  What We Learned


Subject preferences
of younger audience
will not turn off 35+
readers




                                                  29
   Engaging Consumers in New Product Development:
      A Case Study in Panel Design and Execution

                   What We Learned


Covers featuring males
that have an outdoor
feel outperform others




                                                    30
   Engaging Consumers in New Product Development:
      A Case Study in Panel Design and Execution

                     What We Learned


Stories with a local
connection and covers
that give people a lot of
reasons to open the
paper work best




                                                    31
   Engaging Consumers in New Product Development:
      A Case Study in Panel Design and Execution

                   What We Learned


Photos that suggest
action and are not
staged resonate most




                                                    32
   Engaging Consumers in New Product Development:
      A Case Study in Panel Design and Execution

                    What We Learned



TV/movie take-offs are
best used sparingly




                                                    33
Engaging Consumers in New Product Development:
   A Case Study in Panel Design and Execution

           RedEye Panel – Wave II
Fieldwork recently completed


Smaller scale, more focused


Previous learnings put into action




                                                 34
   Engaging Consumers
in New Product Development



A Case Study in Panel Design and Execution

         Lynne Kerger, The Chicago Tribune
          Ron Pocs, The Blackstone Group

								
To top