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