A major publication company wanted to look into ways of increasing revenue for one of their well-known publications based on the development and introduction of various “subscriber perks.”
An online quantitative study was conducted among subscribers and non-subscribers to the publication. A MaxDiff analysis was used to create a hierarchy of potential offerings to increase revenue.
The MaxDiff analysis hierarchy pointed to two specific offerings which both subscribers and non-subscribers found the most appealing. A highlighter task was used to determine language for the concepts to best understand how to position them. The task pointed to key words that respondents were focusing on per offering.
Insights and Action
Based on both the MaxDiff analysis and the highlighter exercise, Praxi was able to recommend to the client what the most appealing offerings would be for subscribers and non-subscribers, as well as the best way to word these concepts.