The challenge
A global news brand faced the complex challenge of optimising its digital subscription model in a rapidly evolving media landscape. The client's objective was to gain a deep understanding of the drivers and barriers that influenced consumers' decisions to subscribe to news products and services. To address this, we executed a comprehensive, mixed-method research programme with consumers in the US.
What we did
The qualitative phase explored the motivations and hesitations behind subscription behaviours. This was followed by a quantitative phase where we tested different subscription packages and price points. By combining these methodologies, we were able to provide the client with a clear, data-driven roadmap.
The impact of the research
This research not only provided a fundamental understanding of subscription dynamics but also enabled our client to develop effective go-to-market strategies, detailing how to package each offering and tailor it to specific audiences to maximise subscription growth.
