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A Major Canadian Media Outlet wanted to revamp itself in the quickly changing multi-media universe

Challenge:   Our client wanted to understand how to better target its existing and potential customers and better serve their informational needs using both traditional and digital media channels.  The purpose of the research was to assist in the identification of new revenue-generating products.

Solution: The Strategic Counsel undertook focus groups and individual interviews to understand information seeking behaviour patterns and completed an online survey to quantify and segment the marketplace.

Results:   This study led to the development and launch of the first new product that generated revenue and profitability from the ‘get go’ in 20 years for the client.  The research was also used in the redesign of the client’s media products and targeting of its marketing efforts.