New York Times Case Study

Market Research - Segmentation Study
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Case Study

  • BRAND:The New York Times
  • TYPE:Loyal Look-Alike Segmentation Study

The New York Times wanted to expand hard copy distribution from few major markets to across the nation. It needed a customer driven framework to prioritize the markets to expand into.

We were a part of a small strategic planning team at The New York Times, that crafted a loyal look-alike framework, to determine markets with high penetration of readers psychographically similar to current loyal leaders. This framework was implemented via a large national segmentation study, which was analyzed using a variety of multi-variate statistical methods.

The resulting analysis created a market prioritization for a successful national expansion, and also provided an analytical framework to optimize marketing to increase customer retention.


RESEARCH METHODS
Key Studies
New York Metro Area Loyalty (Segmentation) Study, National Loyalty (Segmentation) Study, 100+ In-depth Interviews to understand root causes of reader attitudes and behaviors regarding The New York Times.

Key Analysis
Multi-variate analysis of survey data including factor and cluster analyses. Comprehensive profiles of loyal and like-minded readers, and strategies for operationalizing the findings from the study, and assessing loyalty affinity of current customers.

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