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Signifying Local Community Media to Drive Micro and Macro Business Growth

Micro and Macro Business Growth - South Africa

Business Problem

  • At a time when media consumption habits are undergoing dynamic changes, a media major in South Africa sought Borderless Access’ collaboration in understanding the relevancy of its local community paper through its reach and engagement in the geography.

What and how did we do it

  • We took an agile and a humanized approach through our phased quantitative and qualitative research
  • Our bot-enabled quick deep dives helped us get robust wide representative data from an audience and enabled us to identify underlying challenges and opportunities ensuring effective resolution

Key Insights

  • We figured that the local papers are still extensively read by the community and 82 % of the brands use advertising in the local paper
  • The user sentiment that we gauzed indicated that many actively engage with the local paper-based advertising, finding it engaging and not disruptive or annoying
  • It’s an avenue where people go looking for offers and deals, price and brand reputation being top category consumption drivers across food and grocery segment

Client Impact :

The company got a sense of its readership for the local community paper and therefore its relevance in the market as a medium of advertisement across various retail categories.

Market

South Africa

South Africa

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