Consumer audits: A promising path to creating editorial excitement
Publications that successfully serve retail audiences strive to produce a steady dose of meaningful statistics. One way to get there is via running your own consumer audit. It takes a bit of organizing, but the results are worthwhile. Here’s a typical procedure you might follow:
Arrange with a key group of reader contacts — such as editorial board members — to allow an on- premises audit desk to be set up at selected stores or offices. An editor or experienced, thoroughly-oriented freelance writer at the desk asks customers leaving the premises to participate in a five-minute audit. There is an appropriately-worded poster visible by the desk explaining the project. Promise cooperating retailers an advance summary of information gathered.
Via a concentrated effort over a period of four to six months, you should be able to accumulate input from 350-600 respondents. An even faster way to tackle this project is possible if you have exhibit management contacts that sponsor consumer shows. Management might be willing to provide you with some free booth space where you would have thousand of show-goers to question.