TOC Management Services readership study
Multiple-stage communications audit for an employers' association
Multiple-stage communications audit for an employers' association
This report details the findings and recommendations of a communications and publications research project conducted by Christopher S. Hawley for TOC Management Services for the period December 2001 through April 2002.
TOC’s Research and Publications Department sought to learn more about the people who read TOC’s publications and to measure how well the publications meet the information needs of the readers. Among other things, the RFP included a request for an analysis of demographics, reactions to content, and preferences as to frequency and delivery of various publications. In addition, our firm was given some latitude to expand the scope of inquiry as necessary to assist TOC in targeting its readers.
To gain the broadest range of information possible while still keeping the research project focused, we recommended a three-part methodology to study TOC’s readership: staff interviews, focus groups, and a reader survey. Staff interviews were completed during the first two weeks of December 2001, focus groups were held at the end of January 2002, and the reader survey was conducted during March and April of 2002. The following are sample pages from the report and the assessment tools used.
I am deeply indebted to my longtime friend and colleague, Alice M. Freuler, for her help with this project. Her keen insight into the psychology of readership, coupled with her 20+ years of experience in publication design and management, helped make sense out of data that was often conflicting and confusing. This project would not have been possible without her guidance.
TOC’s Research and Publications Department sought to learn more about the people who read TOC’s publications and to measure how well the publications meet the information needs of the readers. Among other things, the RFP included a request for an analysis of demographics, reactions to content, and preferences as to frequency and delivery of various publications. In addition, our firm was given some latitude to expand the scope of inquiry as necessary to assist TOC in targeting its readers.
To gain the broadest range of information possible while still keeping the research project focused, we recommended a three-part methodology to study TOC’s readership: staff interviews, focus groups, and a reader survey. Staff interviews were completed during the first two weeks of December 2001, focus groups were held at the end of January 2002, and the reader survey was conducted during March and April of 2002. The following are sample pages from the report and the assessment tools used.
I am deeply indebted to my longtime friend and colleague, Alice M. Freuler, for her help with this project. Her keen insight into the psychology of readership, coupled with her 20+ years of experience in publication design and management, helped make sense out of data that was often conflicting and confusing. This project would not have been possible without her guidance.
