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Using Market Research as the Basis for Successful Content Product Decisions

Using Market Research as the Basis for Successful Content Product Decisions

Judith Durgin Pilla, Louis Pilla
Copyright: © 2015 |Pages: 18
ISBN13: 9781466685802|ISBN10: 1466685808|EISBN13: 9781466685819
DOI: 10.4018/978-1-4666-8580-2.ch009
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MLA

Pilla, Judith Durgin, and Louis Pilla. "Using Market Research as the Basis for Successful Content Product Decisions." Contemporary Research Methods and Data Analytics in the News Industry, edited by William J. Gibbs and Joseph McKendrick, IGI Global, 2015, pp. 152-169. https://doi.org/10.4018/978-1-4666-8580-2.ch009

APA

Pilla, J. D. & Pilla, L. (2015). Using Market Research as the Basis for Successful Content Product Decisions. In W. Gibbs & J. McKendrick (Eds.), Contemporary Research Methods and Data Analytics in the News Industry (pp. 152-169). IGI Global. https://doi.org/10.4018/978-1-4666-8580-2.ch009

Chicago

Pilla, Judith Durgin, and Louis Pilla. "Using Market Research as the Basis for Successful Content Product Decisions." In Contemporary Research Methods and Data Analytics in the News Industry, edited by William J. Gibbs and Joseph McKendrick, 152-169. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8580-2.ch009

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Abstract

For publishers and content providers, basing content decisions on one's own perception of what users need can be fraught with peril. Adopting an “outside-in” approach to product development – in which customer needs, not internal desires of the organization, drive product development – leads to the greatest chances for success. When it comes to understanding the audience, content providers and product teams have a variety of methodological approaches from which they can choose. These methods fall into two overarching approaches: qualitative and quantitative research. This chapter provides descriptions of several qualitative and quantitative research approaches that are frequently used to inform publishing business decisions. The authors discuss the importance of researching a target audience and present methods to discover their needs. Through two case studies, they provide an example of how research methods are employed in real-world situations.

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