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Archant
Customer Satisfaction & Perception Research
About The Client
The Archant newspaper group are a news and publishing organisation that own over 140 multi-platform brands across the UK. With a particular focus on regional and local news and lifestyle, the Archant newspaper group sell advertising space to companies across the region.
Following the completion of this project, Archant was acquired by Newsquest Media Group in March 2022, further expanding Newsquest’s portfolio of regional publishing titles.
Archant partnered with Mackman Research to gather valuable customer insight into how their advertising platforms are perceived.
Table of Contents
The Research Project
The Archant Group approached Mackman Research to conduct a number of customer perception and satisfaction surveys on their behalf. The purpose of the research would be to establish satisfaction levels when placing advertising in specific publishing platforms, as well as perception relating to other competitor news publications.
Customer Satisfaction & Perception Research Results
During the data gathering process, we interviewed 362 Archant customers, representing a broad range of customer types across businesses of different sizes and sectors. These include both local newspaper articles and lifestyle magazine clients, providing a well-rounded view of how Archant’s platforms are performing.
The Research Aims & Objectives
The primary objective of the research was to evaluate customer satisfaction across Archant’s various advertising platforms, including lifestyle magazines and local newspapers. The study also aimed to benchmark Archant’s performance against competitor publications and uncover actionable insights that could inform improvements to customer service, sales processes, and future advertising offerings.
The Research Design & Methodology
Working in collaboration with Archant’s Managing Director, Jonny Hustler, we designed a telephone survey that would include various areas of inquiry, ranging from sales to customer service. The questionnaire would aim to gather opinion from lifestyle magazine and local newspaper advertising customers. It was designed to be suitable for both types of media platform whilst providing comparative results. The telephone survey would last 20 minutes with time for free flow conversation in order to gather detailed insight into customer perception.
Research Outcomes
The findings of each survey were presented to Archant and later combined to form a comprehensive comparative report. The results produced clear local differences in customer service levels and triggered further ‘drill-down’ research where we later asked additional questions to a specific customer cohort in order to direct Archant’s future customer experience strategy.
