Manage the migration of The Economist Reading & Noting (R&N) programme – from an offline route to an online digital solution.
Enhancing the relevance, accessibility and audience experience – as well as driving the efficiency and effectiveness of this global programme.
Skopos London looked to a digital community panel solution. Recruiting audience participants – across The Economist’s three core territories (UK, Europe and Asia Pacific) – via their subscriber lists.
A quantitative survey approach formed the spine of the R&N programme – with the magazine content digitised to facilitate its inclusion. Digital qualitative tools being employed on an ad-hoc basis for additional, qualitative, exploration – as required.
The transition from a traditional magazine insert (and postal questionnaire) method drove considerable efficiencies (in relation speed, time/effort invested, as well as critically, bottom-line value).
Furthermore, the digital solution has delivered an enhanced brand experience, as well as enabled the business to leverage the R&N community panel to uncover audience insights relating to – readership profiling; views on publication content; future proposition direction; etc.