Q MAGAZINE

Bauer hired us to take a look at changing attitudes to music and media for Q magazine. We staged focus groups across the country, speaking to differing age groups and people with remarkably diverse relationships with both music and media. The nature of the subject matter and target audience inspired us to create a range of innovative techniques for use in the groups - we also tested findings via online surveys and developed a range of pre-tasks.

Our findings took in the broarder landscape of how people are increasingly engaging with music in new ways, the impact this has on media and a whole series of generational shifts. We also boiled it right down to specifics, assessing attitudes to Q's recent revamp, particular sections of the magazine, tone, photography, featured artists and so on. We presented our findings to both the marketing and editorial teams at Q.