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Situation:
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Prior to launching a new national newspaper the company wished to learn about potential positioning opportunities, editorial and layout preferences, and naming choices. IntelliPulse commenced focus group research one year before the launch and continued for 4 years through various refinements of the product.
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Method:
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Over 100 focus groups were held across the country. Participants were recruited at random within the target audience based on age, household income, occupation, and newspaper readership.
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Outcome:
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The research identified newspaper readership needs, gauged the strengths and weaknesses of newspaper sections, determined elements of the newspaper and competing newspapers that were most and least likely to attract new readers, and assessed personality traits of the newspaper, its writing style, contents, and columnists.
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