How we helped research and develop a new £8.5m selling magazine
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
- Collaborative working session to determine issues and opportunities to explore.
- Magazine market 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. Including becoming investigative journalists and also to interview their friends.
- Analysis followed by debrief and finally a working session.
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.
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