BVA Group

WHAT FOR?

The study of readership lets us confirm that the document under study fulfills the sought for criteria in terms of information, presentation, impact, usefulness and relevance.

The study is based on an objective measure which is at once the audience and the support impact of communication, that is, the way in which the inhabitants of a municipality/the customers or prospects of a company/the partners/associates of an entity read the communication documents sent to them. Measuring the reading rate, studying the way in which the document is read (totally, partially), its perceived interest and its impact on making specific recommendations allow us to redesign or change the document to one that better corresponds to the expectations of the readers and the issuer.

THE BVA ANSWER

• Strong expertise in the field of the assessment of communication systems, for private individuals or for public/institutional entities.
• A data base that includes solid benchmarks for the most important indicators, by target and by media (magazines, mailings, brochures, newsletters, etc.)
• A differentiated approach based on the problem: holistic for a total diagnosis of the media or targeted on a specific identified point (heading, distribution, positioning).
• An analysis that takes into account the place of the media as part of this world and all of the information received and that can both keep the loyalty of those who are already readers and convince non-readers.
• An assessment that can take place in advance, during and after the distribution/reediting of the communication documents to be evaluated (pre or post testing).
• Studies designed to be functional by ensuring tangible improvement of the documents, as much of their form as of their substance.

EXPERT ADVICE

• Provide the means to investigate all of the aspects of the communication document to be tested: its distribution (channel, frequency, schedule), it image, the publication structure, its layout, the quality of its articles, the content and its power to inform, or even the tone used.
• Conduct the study within an optimal period after the distribution of the media.
• Question the objectives of the study (measurement via a quantitative study? understanding via a qualitative study?) and of the targets (regular readers, occasional readers, non readers).