Listening to our readers
Consumer insight helps us maintain our position as the world’s leading publisher.
We use many techniques to understand our audiences and their needs across the whole publishing spectrum: fiction, non-fiction and children’s, and in whatever format they want to enjoy our content.
Our researchers and analysts draw on historical and current data, spanning traditional and digital products, pricing and sales information. Our marketing teams regularly use web and social media analytics to understand what is happening online and why, and our Consumer Insight team uses primary research to speak to a range of readers across the UK.
Our ideas are frequently tested with different audiences on our consumer panel, Bookmarks, through surveys and focus groups. These insights inform every stage of the publishing cycle, from choosing which books to publish, cover designs and formats through to planning and evaluating marketing campaigns.
The instincts and experience of our publishing teams is supported by our central consumer insight team and the expertise of our business analysts, digital and marketing teams.