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Christian Science Monitor Uncovers What Readers Really Want

Christian Science Monitor Uncovers What Readers Really Want

iModerate Author

May 07, 2012

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What would you do if you worked for an international news organization whose name was known in most American households, but whose industry was changing rapidly and readership was aging?  Well, that’s just the issue The Christian Science Monitor faced.  In an age, when most publishers are struggling with the growing popularity of the Internet over magazines, it’s no wonder these challenges came up for the popular news source.

However, being a strong brand has its benefits. CSM could leverage its strengths in content to provide both a print and an online format while attracting younger audiences. But, in order to do this, they needed to find out more about their target audience as it relates to their journalistic likes and dislikes, what their current news diet consists of, and what it lacks.

The best way to do this was through qualitative research that could bring this particular audience to life. Our one-on-one conversations provided the perfect format to get beyond one-word responses and uncover a deep understanding of what readers are looking for from their news sources.  As you can read in this case study, the research was sucessful in giving CSM a clear picture of what their audience wanted.

 

iModerate Author

The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research