Case Studies

Media Research
Concept Testing
Very early into the Internet revolution, some of Paragon’s most astute traditional media clients embraced this new distribution point. Our research told them that their users were quickly adopting the Internet for basic information…breaking news, in-depth news, weather, music, event information, etc. The two primary points of discovery…information and music…hit traditional media squarely between the eyes. Fortunately, Paragon’s media clients’ eyes were wide open.

Paragon worked in the earliest stages of media website development with many of the grand daddies of old media—Boston Globe, Portland Oregonian, Denver Post, KNBR-AM/San Francisco, and WNNX-FM/Atlanta to name a few—to determine what and how their audiences were using the Internet. We employed all forms of research, including Concept Testing, Market Segmentation, Perceptual Studies, Focus Groups, and newly developed DigiSuite (online) research, to follow their patterns and preferences.

With our propriety research informing them early and often of the shifting landscape, Paragon’s media clients counter-punched quickly with robust websites of their own. Years later, traditional media have not only avoided greater attrition due to Internet penetration, but in fact they have benefited from extending their brands into healthy media websites of their own. In most local markets today, the websites of traditional media dominate local web usage.

back to Media Strategies case studies