the value of reader insights and publishing market research

The Value of Reader Insights

INSIGHTS FOR INNOVATION AND OPTIMIZATION IN PUBLISHING

(c) 2016 HarperCollinsChristian Publishing

2The Value of Reader Insights

Acquisition Book concept development Writing and editing Positioning and messaging (catalogue

and consumer description) Packaging (title, sub-title, cover

design) Marketing (copy, headlines, offers,

social media) Tribe growth (social followers, list-

building)

Consumer (reader) research can improve the publishing process for authors, agents, publishers and retailers. When executed properly, it can add value throughout the publishing value chain.

Reader insights are never a replacement for the creative, editorial or relational value of the publishing participants.

Research is a tool to improve everyone’s work towards the ultimate goal: better books in the hands of more readers who will enjoy them and advocate for others to read them. (c) 2016 HarperCollinsChristian Publishing


3The Value of Reader Insights

Book Lifecycle Sample Benefits

Acquisition Relative interest to book concept vs. comparable titles Awareness and affinity for a new or current author

Book Concept Development

Audience interest in themes and topics, chapters, specific stories within the manuscript, etc. Validation of creative direction before large amounts of time and money are invested

Positioning and Messaging

Optimize marketing messaging most likely to attract and motivate consumers to consider and buy

Packaging Select optimized title, sub-title, and cover design to improve discoverability, consideration and conversion

Marketing Prioritize and shape offers for tribe-building (esp. email opt-in), pre-sale, launch, and post-launch campaigns most likely to convert to opt-in or purchase

Author Tribe, Platform and Career Growth

Strategic guidance on author’s career, including awareness and affinity tracking in target audiencesAnalyze other interests that exist within the author’s tribe for cross-promotion, content calendar development and viral campaigns that build the platform


4Consumer Research 101

LEASTStatistically Reliable

MOSTStatistically Reliable

Friends and Family

Focus Groups Volunteer (Tribe) Survey

Online Survey Panels

Real-World A/B Experiments

Description

Gathering feedback from personal circle

Small group (6-12) of independent target consumers in a room providing feedback

Online survey fielded to an author’s current social media followers

Online survey fielded to independent book buyers who’ve agreed to provide feedback (HCCP panel or 3rd party panel)

Consumers given randomized versions of creative, offers or actual purchase scenarios to choose from in live environment (online, in-store)

Pros Quick and easy to capture

Most likely a target market for the book

Ability to acquire much deeper qualitative feedback from target audiences

Follow-up, in the moment and ad hoc questions

Quick and easy to capture

Capture feedback from “most likely” first buyers (already aware and fans of author)

Ability to analyze answers with response filters

Quick and easy to capture Independent opinions

Ability to filter responses only from most qualified participants

Ability to analyze answers with response filters

Consumers truly are voting with their time, interest or money in real buying environment

Cons Small, biased sample – friends typically want to please, even subconsciously

Feedback is not statistically valid and does not accurately represent feedback of the wider audience

Biased sample in the sense that they are willing to take surveys Doesn’t provide independent feedback from broader universe of potential buyers

Biased sample in the sense that they are willing to take surveys May not capture feedback from the most likely customers (tribe members)

Expensive and time-consuming (less so online)


5Comparing Responses to Identify Meaningful Insights

Regardless of where the survey participants were sourced (from an author’s tribe, from a publisher reader panel, or 3rd-party) we can categorize them into specific audience types based on filters Christian segment (Active, Professing, Liturgical, Cultural) Demographic (Age, region, race, gender, etc.) Any other filter question we choose (“Do you currently follow Judah Smith on FB?”)

This enables valuable comparisons and insights, such as: How do current fans of the author compare to potential target readers who’ve never heard

of the author? How do younger readers compare in their feedback to older readers? How do readers of author X compare in their interest to readers of author Y for book

concept Z? Which cover design attracts more females ages 25 to 49?


6Case Study: Moving Mountainsby John Eldredge

Consumer feedback shaped multiple aspects of the final book and marketing campaign:


7Questions? Feedback?

Contact Jeff James, VP Marketing, Nelson Books (615) [email protected]