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Market
Research & Publication Evaluation
Lexicon's
research approach is grounded in the belief that quality information
provides opportunities to build a consensus within your organization.
This consensus, in turn, is based on what your readers and advertisers
really need from your publication and staff. With this agreement
comes the teamwork necessary to develop a winning strategy.
To
this end, Lexicon employs a mix of both tested research techniques
and creative approaches. Our belief is that useful information
depends on how you look at the world, not just where you look.
Consumer
Research
Lexicon
enhances your understanding of readers, whether they are currently
readers of your publication or you are considering serving a new
group of readers. Within this context, Lexicon can help identify
what readers want, how they view competitive publications and
where they feel they are not being adequately served by existing
products.
Our
efforts within this sphere serve to guide your editorial, advertising
and promotional activities, whether you are considering a new
launch or repositioning an existing title.
Executive
Interviews
No
publication exists in a vacuum. Strategies often depend on the
actions of competitors or other key players in the industry which
you serve. Recognizing this factor, Lexicon research services
provide a vehicle for you to understand the thinking behind these
important operations.
Some
clients have employed our services in preparation of acquiring
competitive-titles, others as a way to gain further reconnaissance
on the potent market players. Either way, Lexicon can provide
the high level contacts and information needed to minimize your
risks in very sensitive situations.
Qualitative
Research
Many
Lexicon clients enjoy the benefits of our qualitative research
services. Lexicon researchers employ both telephone and in person
interviewing techniques to uncover the attitudes, needs and requirements
of both readers and advertisers. We offer both individual in-depth
interviewing and cost-effective focus group interviewing techniques
that allow readers, advertisers and media buyers to share their
thoughts and concerns within a controlled research environment.
Quantitative
Research
No
array of research services can be considered complete without
the ability to quantify the market-place. Whether directed towards
understanding attitudes and perceptions of the readers, purchase
intent, reading behavior or the size and growth of the markets
you serve, Lexicon can provide both telephone and mail survey
techniques to gather the type of quantitative information necessary
for lowering the risk in making business decisions.
Professional
research services...tested techniques... excellent analysis: all
designed to provide you with a clear picture of readers, advertisers
and competition. Lexicon's research services provide you with
the quality information needed for good business decisions.
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