The Economist has long relied on its Reading & Noting (R&N) programme as a way of gathering structured audience feedback on its content. Traditionally, this was delivered through offline methods — printed magazine inserts and postal questionnaires. While effective in the past, this approach had become increasingly outdated, resource-intensive, and less engaging for modern audiences.
The business needed to:
Skopos designed and implemented a digital community panel solution, ensuring continuity of the R&N programme while modernising its delivery:
The transition to a digital model delivered significant impact for The Economist:
Ultimately, the project not only modernised the R&N programme but also created a strategic audience insight asset, ensuring The Economist remains closely connected to its readers in an increasingly digital media world.
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