For our client, a global publisher, it is essential to properly understand the audience of their titles in order to inform book content, branding and positioning.
In collaboration with our sister company Toluna, we run seven research communities of our client’s readerships across the UK, US and Australia/New Zealand. Harris Interactive is the lead agency for this relationship and Toluna provides day-to-day project management services. In addition to managing the research communities, we also undertake many smaller scale ad-hoc surveys when our client requires research services that sit outside of their communities. For example, this might include research among nationally representative samples or among readers of a particular genre or a particular author. These surveys are run using the relevant Toluna panel for the UK, US or Australia/New Zealand
Some of the ad-hoc studies we have conducted include:
Our research has had direct impacts on books in stores: helping publications teams to make decisions on cover art and blurbs and marketing teams to best position their titles – often requiring different approaches for different audience groups.
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