2
Immediate-opportunity segments
These readers were closest to subscribing.
Case studies Media
Which news readers were most likely to subscribe
A national segmentation identified two near-term subscriber audiences, followed by interviews with three priority segments.
- Segmentation & Personas
- Qual + quant
- Consumer
3
Priority segments explored
Interviews examined subscription reasons, habits, and interests.
The objective
The news organization needed to identify the readers closest to paying for its digital product.
The research design
A large national study segmented readers by needs, attitudes, and behavior. Interviews then examined three priority segments' interests, subscription reasons, news habits, and brand familiarity.
The outcome
Two groups represented an immediate subscription opportunity; a third had longer-term potential. Their differences informed audience communications.
For methods and deliverables, see Russell's Segmentation & Personas page.
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Qualitative work informed a quantitative segmentation of dairy milk users and a typing tool for later research.
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