[CASE] Aller Media: Target group study with video portraits
FEMINA is Denmark’s oldest weekly magazine – and a major ad medium. The battle for consumers’ time has intensified and along with it the constant need for in-depth understanding of the readers. It is essential to be able to capitalise on the digital media, for example, as readers are moving out onto new platforms.
The target group study brought Aller even closer to consumers and their world. Ipsos was in the homes of core FEMINA readers – all the way into their wardrobes and fridges. Video portraits of readers gave Aller Media an edge in reporting and a practical tool for operationalising the results across the organisation. In addition, of course, to practical input on how the content and revenue base could be developed in the future FEMINA universe.
Want to know more?
Contact Asger Mortensen, Head of Ipsos UU
Phone: +45 6167 3737
Email: [email protected]
