Overview of this campaign
- The goal was for 80 members of the senior leadership team to interact directly with readers, obtaining in depth insights in the form of face to face conversations, phone calls and email exchanges. Their aim was to capture feedback and insights in a way that would enable aggregate analysis of those conversations for a group discussion.
- Our aim was to inform the senior management group about which readers were represented, why they were selected and how the cohort compares to the FT’s total readership.
- Our objective was for leaders to enhance their broader understanding by looking at general commonalities or meaningful themes across a cohort, as well as macro level insights across the entire interview set, to give senior leaders confidence in the overall business strategy and their departmental goals and plans.
- We also wanted to encourage leaders to think about how their personal experience of interviewing a reader fits into the FT’s broader consumer strategy.
- In previous years, the senior management offsite has included a panel discussion with readers, but this year we wanted to obtain greater personal insights from readers, which would help to corroborate and inform the FT’s overall business strategy.
Results for this campaign
- We succeeded in pairing 80% of the management group with available readers and make interviews happen across global time zones. These interactions gave senior leaders the opportunity to gather key insights and hear readers opinions about the FT.
- We presented our findings to the wider group at the offsite and explained how we combined existing quantitative reader data with the demographics of the readers interviewed to contextualise the research.
- By aggregating and distilling high-level insights and fusing qualitative, quantitative and behavioural data, we were able to give senior leaders a high degree of confidence in the research.
- Following the presentation, senior leaders were organised into groups based on reader attributes to discuss four different aspects of their conversations.
- We received overwhelmingly positive feedback from the group. Many said the insights had helped them to gain a greater market understanding and validate their own ‘hunches’, giving them confidence in their business plans for the year ahead.
- Of the 10 sessions at the offsite, this was the highest rated in the feedback form.
- Following the offsite presentation, we encouraged board members and other senior leaders to share insights with their teams. The FT’s managing editor shared the presentation deck with almost 600 FT journalists globally, distilling some of the most relevant findings and encouraging everyone to look at the reader research.
- Getting buy-in from the board and other senior stakeholders helped to ensure the insights and findings were effectively communicated to all employees across the organisation - and not just confined to decision makers present at the offsite.