The early discovery insights revealed a crucial information, prompting a strategic realignment at News Perform. “We were quite surprised early on to find that the biggest problem was an awareness problem.”
The Continuous Discovery process with Askable Plus led to substantial operational efficiency and cost savings. "The time the researcher spends doing all the legwork has saved us tons of time.”
The approach fundamentally changed News Perform’s engagement with customers and strategy – improving customer centricity. “It’s really sort of changed the way we’re viewing both our customers and also how we approach stuff going forward.”
News Perform, a top media company in Australia, faced a critical challenge with one of their products' subscription model transition. Aiming to dramatically increase their premium subscription base by the next quarter, they struggled with converting a large website audience into premium subscribers.
Chris and the team mentioned, "We have traffic of around a million people on the website, but only a very small percent of them have ever been a premium member."
The complexity of this challenge was amplified by the team’s limitations about understanding user behaviour, "We really struggled to talk to the audience that we really needed to talk to." This gap in comprehension posed a significant obstacle in formulating an effective growth strategy.
Additionally, the team faced resource constraints, with a small unit tasked with this mammoth goal. Addressing this objective required an approach that not only provided deep insights but was also efficient and resource-sensitive.
The solution emerged in the form of Askable's Continuous Discovery offering powered by Askable Plus. Inspired by Teresa Torres' "Continuous Discovery Habits," Chris and his team saw the potential in implementing this solution. The approach involved Askable Plus researchers to have weekly interviews with 52 participants and compile insights, allowing the News Perform’s team to construct an opportunity solution tree and make informed, data-driven decisions.
Askable Plus researchers undertook the bulk of the work, including participant scheduling, conducting interviews, analysis, and insight creation. This allowed Chris and his team to focus on other vital areas without compromising the depth and quality of their research.
Reflecting on this collaboration, Chris noted, “It’s really changed our perspective on our customers and our approach going forward.” The partnership provided consistent, high-quality insights, fostering agility and responsiveness to user feedback without operational strain.
By leveraging Continuous Discovery and the support of Askable Plus researchers, News Perform was positioned to overcome their challenges in a resource-efficient and effective manner.
“Maddy (Askable Plus researcher) has been amazing. She's really good, brings a high level of enthusiasm. She excels in conducting interviews and managing participants," shared Chris about the contributions of their Askable Plus researcher.
The Continuous Discovery process facilitated by Askable Plus led to significant time and resource savings. Utilising the expertise of Askable's researchers, News Perform was able to sustain its internal project timeline without overstretching its resources.
Chris emphasised the efficiency achieved, stating, "The time Maddy spends doing all the legwork has saved us tons of time. I'm now handling several other projects, which would have been unmanageable alongside this."
Weekly insights gathered by Askable Plus researchers proved critical in uncovering new avenues for subscriber growth. These insights enabled Chris and his team to take swift, informed actions.
The team noted the effectiveness of this approach early in the process. "We were quite surprised early on to find that the biggest problem was an awareness problem..." This insight, was crucial in redirecting their overall product strategy.
Chris further explained, “It’s really sort of changed the way we’re viewing both our customers and also how we approach stuff going forward.”
Reflecting on the broader impact, the team observed, "It definitely saves time and money, but I think ultimately we just wouldn't have the same quality of insight conversation and therefore decision-making without it."
This observation speaks to the value of the insights gained through Continuous Discovery in enhancing the strategic conversations and decisions at News Perform.
News Perform wasn't just passively receiving insights; they actively influenced the research direction. Chris underscored the benefit of direct communication with experienced researchers, enabling timely pivots in research objectives.
“Yeah, so we’ve done one pivot already in the script... the next shift will be really, yeah, more concept testing,” noted the team, illustrating the adaptability of the framework.
The team further emphasised that Askable Plus embodies the flexibility that Continuous Discovery necessitates.
The team observed a shift in organisational culture at News Perform, where Continuous Discovery is not just a research method but a fundamental part of their ongoing business strategy.
The approach led to a deeper understanding of their customer base, more strategic and informed decision-making, and the agility to adapt quickly to new insights. The approach continues to save time and gives News Perform a competitive advantage in the market.
Reflecting on the journey, the transformation at News Perform can be best summarised by Chris’s remark: "It's really sort of changed the way we’re viewing both our customers and also how we approach stuff going forward." This sentiment captures the profound shift in perspective and strategy that the partnership brought about.
News Perform
News Perform is part of the News Sports Network at News Corp Australia. It is a business that was formed by amalgamating market leading companies. Up to 2 million Australians a month visit our leading Australian brands, Punters, Racenet and The Greyhound Recorder.
Media & Entertainment
51-200 employees
Askable Plus
Automated Continuous Discovery
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