Market Research Agency | The Market Researchers

BBC Match of the Day

How we helped research and develop a new £8.5m selling magazine

Objectives

magazine-market research
To understand the role of football in boys lives, their football interests and football media consumption. Also reaction to the BBC and other football media and magazines. All to identify market opportunities and direction for a new magazine and online offer.

Magazine market research approach

  1. Research planning session with client team to determine issues and opportunities to explore.
  2. Mixed method qualitative research included in-home individual depth interviews with boys. Also paired son and father depths and mini creative consumer workshops. In addition, all respondents undertook creative research pre-tasks. These included diarising the football media they consumed and reviewing football magazines. Also becoming investigative journalists in order to interview their friends.
  3. Analysis followed by debrief and finally a working session.

Results

Provided many insights and direction to launch the new BBC Match of the Day magazine and online offer. The magazine realised upwards of £8.5m in year one. It is also now category leader.

Subscribe to BBC Match of the Day magazine for your essential football news and gossip!

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