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PRODUCT/SERVICE PANEL STUDIES
1. Determine how products/services are used or viewed.
2. Build customer databases.
3. Gather input for future marketing efforts or new products/services:
- Conduct concept testing
- Measure perceptions
- Determine competitive positions
- Test copy
- Etc.
4. Determine how your market is changing ... demographics, psychographics.
5. Distribute product samples.
6. Gather data for line extensions.
READER PANEL STUDIES
1. Help advertisers understand how customers use and view their products:
- Offer a value added service that reveals:
- Product usage
- Product positioning
- Product image
- Customer profiles
- And more
2. Help advertisers distribute product samples:
- Panel members can request products as a "thank you" ... initiating trial usage and
future sales.
3. Help advertisers build their databases:
- Panel members who are target customers can be added to your clients' databases.
4. Help your editors gather input for special issues or features:
- Generate independent data that disputes competitive claims.
- Document new strategies you'll be using against competitive books in
the future.
5. Gain marketing intelligence to expand your publishing franchise:
- Data about market changes, product category usage or reader demographics ...
supporting your ad sales efforts.
- Data to confirm ideas for line extensions ... newsletters, on-line services, single
sponsored media, new or enhanced online ventures, etc.
  
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