THE ChallengeOvercoming survey fatigue to better understand audience's interests
Accelerated pace of readers migrating to digital platforms impacts the amount of magazines’ readership. Building a strong bond with its reader community is core to the success of the magazine. Enabling an easy feedback channel is a natural way to build a two way relationship with readers, but traditional feedback methods have fallen short.
With growing survey fatigue and lack of motivation to answer less relevant questions, collecting consumer feedback has become less and less rewarding. In addition, The City Magazine needed access to real-time insights to understand and track the interests and demands of its readers.
The City Magazine Texas implemented Speaky to ask its readers one simple question and give them an ability to speak their minds in a fast and intuitive way.
By scanning a QR code printed in the magazine, a reader opened a landing page where they were presented with one question “What topic do you want to read in The City Magazine? Talk to us” and a record button. Then a reader clicked the button and could leave an audio message and tell the editors everything that was important to them. In a matter of seconds, readers could express their opinion and be sure that it would be heard by the editorial.
THE ResultsRelevant Data points and increased Feedback