KERRANG!

Kerrang! tasked us with coming up with new ways to explore and understand their audience and potential audience, taking account that many of them would probably respond to methodologies beyond the conventional. We created a series of online research communitities, via which we could communicate with different segments of the audience/potential audience. It proved an incredibly successful approach, with the participants extremely keen to contribute to the debate and to share ideas.

We coupled the research communities with an online survey and also took the research offline with a series of ethnographic sessions. Our findings were presented to all relevant Kerrang! teams at Bauer - editorial, marketing and sales. And our approach meant that our findings included both immediately actionable recommendations and bigger ideas and themes to constructively challenge existing thinking at the title.