The study of the media landscape was carried out at the request of the editorial board of a print publication. Despite the fact that the publication occupies a leading position in the city media market, the editorial board strives to maintain its reputation by measuring media ratings and analyzing the information needs of readers.
The client was faced with the task of understanding what information is important and interesting to city residents, and how to make it available to audiences of different ages using different sources of information.
Research method: personal survey of readers (f2f). The study was conducted in Starobilsk, Ukraine
The solution to this problem included the following research blocks:
- Popularity of information sources and their rating
- Level of trust in information sources
- Situation with media contact: frequency and place of contact with media, frequency and place of purchase of printed publications
- Media preferences: level of interest, level of satisfaction with content and frequent publication of materials; the level of trust in news in different types of media.
The media, like any other business, need feedback from their audience to grow. The analysis of satisfaction and assessment of the attractiveness of the thematic headings of the publication helped to balance the frequency of publications of the headings, their volume and fullness.
Personal reader survey is one of the most common tools for such purposes.
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