Case Study
Signifying Local Community Media to Drive Micro and Macro Business Growth
Industry
Advertising and Media
Solution
Customized Ad-hoc Strategic Studies
Market
South Africa
Business Problem
At a time when media consumption habits are undergoing dynamic changes, a media major in South Africa sought Borderless Access’ collaboration in understanding the relevancy of its local community paper through its reach and engagement in the geography.
What & How We Did It
- We took an agile and a humanized approach through our phased quantitative and qualitative research
- Our bot-enabled quick deep dives helped us get robust wide representative data from an audience and enabled us to identify underlying challenges and opportunities ensuring effective resolution
Key Insights
- We figured that the local papers are still extensively read by the community and 82 % of the brands use advertising in the local paper
- The user sentiment that we gauzed indicated that many actively engage with the local paper-based advertising, finding it engaging and not disruptive or annoying
- It’s an avenue where people go looking for offers and deals, price and brand reputation being top category consumption drivers across food and grocery segment
Client Impact
The company got a sense of its readership for the local community paper and therefore its relevance in the market as a medium of advertisement across various retail categories.
