In a market characterised by medias struggling to maintain paying readers as well as rapid changes in reading behaviour, Børsen wanted to develop a strong value proposition that resonate with readers’ needs and behaviour, defining the strategic offset for future actions and communication.
The study was scoped in order to develop a strong value proposition as well as developing concrete call to actions and initiatives for Børsen. The study was conducted in two phases; a qualitative phase exploring the behaviour and needs within the target group. These insights were activated and prioritized on a workshop to agree on phenomena and insights which need to be sized and further explored. The second phase was based on a quantitative study which defined the segment needs and sizes to uncover the potential for Børsen.
Børsen have introduced a new value proposition that strategically defines the future communication and unique position in the market based on deep insights into the relevant segments in the market and their behaviour and needs.
How can Børsen develop a strong value proposition that resonate with readers’ needs and behaviour, validating the DNA of Børsen as well as future actions and communication?
Direction in a rapid changing market
The media market is struggling to hold on to paying readers to the rapid changes in reading behaviour, channel choices and the growing amount of free information.
To build a strong position in the Danish market Børsen want to validate and develop a value proposition that resonate with the needs and behaviour of today’s business and leisure readers. Additionally, Børsen want to maintain a relevant, competitive and strong position in the Danish market.
How did we approach the problem
In order to form a valid basis of the development of Børsen’s value proposition, we decided to approach Børsen from an outside-in perspective. The approach was designed and structured into two phases.
The first phase was predominantly focusing on exploring the needs and behaviour of current and potential readers focusing on different target groups. The second phase focused on quantifying the needs of the target groups, defining and illuminating essential potentials in the market as well as sizes of the phenomena.
The insights were gathered to support the creation and development concrete call to actions and initiatives for Børsen based on the qualitative and quantitative insights.
Key outputs for Børsen
Børsen have introduced a new value proposition forming the basis of the future strategic communication and positioning in the market. The outcome of concrete initiatives was developed through a facilitated co-creation-process.
Summarizing the outcome Børsen has gained:
· A validated value proposition defining the strengths as well as DNA of Børsen
· Deep insights into the readers’ needs and behaviour as well as differences in the target group
· A clear strategic roadmap for future actions and communication based on the value proposition
Check out Børsens great campaign on “ansvar” here: https://ansvar.borsen.dk/