Thought Leadership & Brand Expansion Case Study: About.com
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About.com: Three Mindsets of Search — Summer 2011
Study Objectives
About.com engaged Latitude in this multi-faceted thought leadership study in order to:
- Understand how people think about online search in various contexts
- Identify opportunities for About.com to expand its audience and its brand
- Highlight opportunities for advertisers to partner and integrate with About.com content in new and relevant ways
Study Components
Phase 1: Accomplishment Ethnographies—a series of qualitative, in-depth phone interviews (n=22)
Phase 2: Search Innovation Panel — a 20-member online qual/quant generative panel participating in Web-conference sessions and self-recorded video
Phase 3: Segmenting Search Needs — a quantitative online survey (n=928), with a segmentation of search situations and mindsets
Outcomes
We provided About.com with three distinct mindsets around search needs and behaviors. These need-states provided insights and opportunities around users’ search psychologies which helped refine brand positioning and messaging, user experience, multi-platform strategy, and ad sales strategy. Additionally, study findings were integral to developing an advertiser opportunities deck:
About.com: Three Mindsets of Search
About.com shared the findings with the research and advertising communities. (See press release here.)
Image credit: Logan Ingalls
