Media & entertainment

Research for creative and subscription decisions

A rough-cut promo and a subscription decision need different evidence. Russell tests how intended viewers interpret creative and studies the needs, habits, and motivations that distinguish potential subscribers.

Plan a Media Study See Media Research in Practice

Two audience questions, two different studies

A broadcast network needed to know what to revise in its promos. A news organization needed to identify readers closest to paying for its digital product. These published cases show how Russell approached each decision.

Friends watching television together at home

Message & Creative Development

A gut check that fixed a film promo

Three groups of potential viewers each saw one rough-cut promo in an online survey. The study found a tonal problem in one spot before production and an element from another that the team later added to more ads.

Read the case study

Reader browsing digital news on a tablet

Segmentation & Personas

Finding the subscribers most ready to convert

A national news-reader segmentation identified two groups with an immediate subscription opportunity and a third with longer-term potential. Follow-up interviews gave the team more detail for communicating with each one.

Read the case study

View Case Studies

What does your audience study need to answer?

What does the creative communicate? Which audience groups need different messages? Which features and prices affect subscription choice? How are awareness and consideration changing?

Discuss your next creative or audience study

Tell us the decision, the viewers or readers you need to understand, and when the findings must be available. For a creative study, include which materials are ready and the last date changes can be made.

Discuss Your Research Question