There’s a lot of measuring that goes on at Cedar. And it’s not just the research team that does it. Everyone in Cedar works to the principle that everything we publish — on the web or in print — must be quantified or qualified in some way. How else will we know if our work works (or not)?
We can tell you, for example, that High Life is read, on average, for 31 minutes by British Airways passengers, or that Tesco Magazine is particularly popular in the north of Scotland or that Saabs are the most commonly driven car by owners of Nikon cameras...
We also like to dig down into our individual readers’ thoughts, from housewives to professional photographers. And that's is how we know that Nikon Pro's horizontal format is “original and cool”. We know our work gets results, too: An issue of our property magazine for the Central London Estate Agents (The London Magazine) recently helped to sell a house for £14 million. Now that’s what we call a return on investment…
At Cedar we work across a wide range of industry sectors and we pride ourselves on being expert in every one. Our research and planning department uses a selection of information databases including:
• Mintel
• Lexis Nexis
• IGD Retail Analysis
With these we can explore and gain additional insight into our clients’ markets. These businesses are changing all the time and we have to maintain a breadth and depth of knowledge on subjects such as: who is innovating, what do the consumers in this market think, where are the next opportunities?
When more understanding is required we commission our own research: from qualitative to quantitative, from single questions on online omnibus surveys to larger, more comprehensive readership studies.
Advertising sales is a big part of our business, so we need to be able to show which kind of people are reached by different kinds of magazines or websites. We plan media and use syndicated research such as:
• NRS
• Premier TGI
• BBS
• EMS
• Nielsen
• ComScore