Case Studies

Media Research
Concept Testing
Paragon’s first work for satellite radio occurred in the pre-launch phases of the much-publicized new media entrant. In 2001, before there were satellites in the air or satellite radio listeners on the ground, Paragon Media Strategies helped Sirius Satellite Radio in the critical stages of product design, packaging and pricing.

Paragon worked with Sirius to identify and valuate the potential benefits for the satellite radio service. The goal of the Market Segmentation was to determine the hierarchy of motivations for purchase, and ultimately to create channel packaging and pricing models that the new media implemented as its pricing structure.

To accomplish these goals, Paragon’s researchers employed sophisticated conjoint analysis tools. The conjoint analysis was designed and implemented solely by Paragon’s research staff. Deep interaction with Sirius research and marketing managers produced the ultimate pricing structure that launched the new media service to America. Fifteen million satellite radio listeners later (and counting), the rest is new media history.

Media Research
Marketing Research
When Sirius launched in 2002, Paragon was retained to gauge the first feedback from the first subscribers to the new satellite radio service. How would the first subscribers react? Literally billions had been invested in the new media service before there was a single listener. Once there were a few listeners…under 30 days after launch…Paragon stuck the first probe into this new type of radio listener.

Sirius needed to know why they bought this new service, what their motivations were for purchase, how they perceived the new content offerings, and generally needed to establish the pecking order of consumer benefits. With that in hand, they were able to better market this unknown service to people who didn’t know they needed it, yet.

Paragon fielded and moderated Focus Groups in multiple cities across the country. The groups told a clear story. That story translated into clearer benefits communicated through Sirius’ early marketing of the service to America. Satellite radio sales exploded out of the gate and continued strong. From zero to 15 million subscribers in under 5 years.

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