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Pre - Launch Magazine Research |
Background
Our client wished to explore the possibility of launching a new magazine title, in a market which was felt to be emergent rather than established. A very exploratory piece of research was therefore required to map out the interest in the nascent concept, but also to help the projected target for the title imagine how they might feel about the concept once the market was better established (because of the launch of the prospective title).
Objectives
The key objective was to assess the need for a magazine aimed at the target; second, to assess the appeal of the concept among the sample; and third, to provide guidance for editorial development.
Approach
A series of extended group discussions was held amongst core and wider targets for the magazine. Participants were asked to complete a set of exercises prior to coming along to the research groups, and to bring samples of their appropriate reading/ information sources with them.
Outcome
The market was a difficult one to determine and describe: because of the pre-group exercises, respondents were able to `leap' into the future, and place the proposed new title in a more realistic concept rather than reacting to the concept without the appropriate context.
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Case Studies