Illustrative engagement. A representative scenario showing how we approach this kind of work in publishing. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping publishing
Book, education and magazine publishers serve readers, teachers, schools and retailers, with print and digital formats side by side.
- Teachers and schools drive educational publishing
- Digital reading is growing alongside print
- Retail visibility affects sales
Client background
A lifestyle magazine, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A lifestyle magazine
- Sector
- Publishing
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
Renewals were falling.
Research objectives
- Answer the core question: why magazine subscribers renew.
- Understand the views, needs and behaviour of subscribers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,500 subscribers.
- subscribers1,500
Audiences we typically reach in publishing
ReadersTeachers and schoolsBooksellersAuthorsDigital readers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Subscriber survey
- 3Insight
We surveyed current and lapsed subscribers about content and value.
Quantitative researchOnline surveys
Sampling strategy
- subscribers
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Subscribers valued print quality and exclusive features.
Exclusivity drives renewals.
Recommendations
- Build on the core insight: exclusivity drives renewals.
- Focus effort where the evidence was strongest: subscribers valued print quality and exclusive features.
- Re-measure after the changes to confirm the effect.
Business impact
- The magazine added subscriber-only content.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do readers want next?