Concurrent 1D: Getting Closer to Customers: Top Tips for Staying Successful with Market Research
Staying successful means understanding user behavior and expectations, but many publishers and societies have limited resources for strategic market research. This session will share practical guidance for getting closer to customers and ensuring activities are focused on audience needs. This session will examine techniques for gathering customer insight, explore 5 key steps for effective research, and illustrate how research can be applied. It will also offer real-world examples of the impact market research has had on major aspects of one organization’s publishing strategy, and offer case studies of how research projects have supported business development and strategic innovation. “Market research online communities” (MROCs), the latest approach to market research, will be explored as a natural extension for journals and societies that already have well-established communities. And finally, attendees will learn tips for getting the most out of an online community as well as hear real-world examples and an evaluation of the pro and cons.
Moderator: Charlie Rapple, TBI Communications
