Hearst builds in metrics to assess a campaign’s many levels of engagement with audiences. And the research team works collaboratively with advertisers to gain insights into the behaviors, attitudes, and desires of their target audiences and how they align with those of our readers.
A wide range of qualitative and quantitative custom research services can be conducted among a sample of the Hearst audience, brand panel members, or the U.S. population.
Hearst utilizes an array of methodologies—such as online surveys, heat mapping, focus groups, and online bulletin boards—to conduct various types of research studies that include, but are not limited to:
- Product sample testing
- Concept testing for new products/services
- Campaign performance evaluation (individual and multi-platform)
- Ad credentialing/testimonials
- Website/app usability labs
- Creative testing
- Event/trade show evaluations
- Ad engagement/ROI
- Category involvement/behavior
All Hearst custom research is designed and analyzed by our team of experts and executed by independent third-party research companies. This guarantees that clients receive a high level of research expertise along with reliable, quality data.
We frequently partner with data vendors to determine a return on ad spend (ROAS) for large media campaigns, matching our subscriber database/site visitors with HH purchase data. This data can also be used to identify and target audiences/segments for upcoming media campaigns.