Audience Growth & Business Development Case Study: ConsumerSearch
ConsumerSearch – a New York Times Company – Winter 2010
Study Objectives: ConsumerSearch engaged Latitude as a partner to consult internal teams with business development strategy, focusing on:
- Identification of potential new audiences and opportunities for content expansion
- Evaluation and assessment of partnership opportunities
- Prioritization of business development opportunities, including acquisitions, new product launches, etc.
Phase 1: n = 200+ Qualitative/quantitative online hybrid – audience needs assessment and creative product concept ideation
Phase 2: n = 2000+ Online survey and segmentation analysis of ConsumerSearch users and non-users, identifying product opportunity “whitespace”
Outcomes: We provided ConsumerSearch with vivid representations of priority audience targets, and clear tactical insights to develop loyalty and engagement among each. We also developed a scheme for prioritizing new product and business development initiatives, and through hands-on workshops with key stakeholders, we helped product, marketing, development, and sales teams internalize audience segments, develop a common language, and collaborate to develop a clear roadmap for near term and long term growth.
Image credit: Foxtongue