2.6xYOY increase in research studies
Fairfax Media, a leading multi-platform media company in Australia, have created an insight-driven, customer-centric engine through integration of customer data across six online communities. By connecting transactional, attitudinal and behavioural data, Fairfax Media have developed a 360-degree view of digital audiences.
With the media industry facing a decline in print revenue, Fairfax Media saw a need to shift its focus to the digital realm and grow both digital subscriptions and online ad revenue.
Partnering with Vision Critical, Fairfax Media established six distinct online communities, across multiple publications and platforms, to better understand audience segments, specific needs and behaviours.
With the recent re-launch of several masthead websites, Fairfax Media supported real-time improvements in customer experience by leveraging holistic customer data and platform integrations.
The Fairfax Reader Panel became our compass, allowing us to work through our hypotheses quickly, methodically and cost-effectively, while surfacing new insights to set our product development on the right course. Now, as we move into app production, we can test our concepts and prototypes on a weekly basis to help us iterate with confidence.
Product Director, Fairfax Media
The community helps us understand ‘customer truth’ and enables us to regularly validate and sense check business questions. With a continuously expanding community we are loving the ‘genuine feedback conversations’ that we are having with our members.
Research Manager, Product and Audience Insights, Fairfax Media