Over the years, Mercury’s founders developed the leading methodologies for conducting media testing for leading publishers including Condé Nast, Time Inc., Hearst Magazines, and Wenner Media. In total, over 40 titles use or have utilized our research capabilities which included:
- Brand Lift Studies – Understand the true impact of co-branded content and advertising by measuring brand lifts in targeted KPIs such as Brand Awareness, Familiarity, Favorability, Purchase/Consideration Intent and likelihood to Recommend through a Control versus Exposed forced exposure study
- Rapid Cover Testing – Overnight, test among several final cover images and cover lines, and in the morning review a comprehensive analysis among your newsstand buyers identifying which cover wins, why, which cover lines win, and how to best optimize the issue
- Editorial Testing — Similar to political “exit” polling, recruit readers of a particular issue and identify the articles respondents remember along with their reactions to each in order to help inform editorial decisions going forward
- Video Content Testing — Moment-to-moment dial test video content created by a title to determine interest level, moments of strength and weakness, and overall reactions across a broad range of metrics in order to determine if the video drives increased interest in the title
Mercury is expert at evaluating all forms of media content, in developing custom testing methods, and in supporting the needs of publishers by providing powerful, insightful research.