Custom Media Research
In addition to providing its clients with syndicated communications planning data through its Affluent Survey, Ipsos Mendelsohn also designs and executes custom media research surveys that focus on the media brand's content or design as well as its current or potential audience. These custom media research surveys generally address one of the following issues:
- Understanding the media brand's content (for example, obtaining consumer's satisfaction levels with a media brand's programs/shows or editorial content.) The media may describe these surveys as editorial surveys
- Understanding a media brand's design (for example, obtaining consumer's responses to a magazine’s proposed cover, etc.)
- Describing a target audience (for example, profiling the demographics, lifestyles, or spending habits of a media brand's consumers). The media brand may describe these surveys as subscriber, reader, or viewer surveys.
- Determining how a media brand or brands are actually consumed by consumers (for example, have readers read editorial articles or ads in a specific publication's issue? Do consumers actually read or look into "free" magazines? Do consumers "value" magazines they have actually bought or ordered more than magazines that are delivered "free" to them in an unsolicited manner?) The media may describe these as "issue-specific" or "special purpose" surveys.
- Addressing "ad hoc issues" such as media brand's pricing, etc.
The Custom Media Research group at Ipsos Mendelsohn has conducted thousands of custom surveys (reader/subscriber/viewer surveys, editorial surveys, ad/edit surveys, etc.) to address these and other issues.
When designing its custom media research surveys, Ipsos Mendelsohn always builds upon the knowledge and experiences it has gained while conducting its national, syndicated survey (The Mendelsohn Affluent Survey) over the years. Ipsos Mendelsohn then "drills down" into the detailed business issues of specific interest to the clients. Where appropriate and feasible, Ipsos Mendelsohn also indexes its custom survey results to its syndicated survey results (The Mendelsohn Affluent Survey) when appropriate to provide benchmarks for better decision-making or to assist its clients in their marketing/selling efforts.
Conscientiousness, integrity, objectivity, intelligence and the relevant experience of a senior-level researcher are hallmarks of all Mendelsohn custom media research surveys.
For further information about conducting a custom survey for your media brand or brands, please contact Karen Tubridy.
