Consumers Knowledge

Knowledge of the Media Consumer

Aware of the profound challenges that media, in general, faces and in particular the written press, Expresso felt the need to “listen to consumers” in the first person.
Return on Ideas drew a systematic process of research and reflection, promoting the immersion of the main stakeholders of the newspaper in the reality of their consumers.
Qualitative and quantitative research tools were used, including interviews to the digital public of the newspaper.
Based on this project, it was possible to understand in depth the relationship of readers and non readers with the brand, with the product and its different notebooks, paper and digital versions, different profiles of relationship and purchase preferences, areas of innovation and growth.
An important starting point to think about the future in the year of its 40th birthday.