A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The...
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Transcript of A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The...
![Page 1: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/1.jpg)
A Case Study in Panel Design and Execution
Lynne Kerger, The Chicago TribuneRon Pocs, The Blackstone Group
Engaging Consumers
in New Product Development
![Page 2: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/2.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Three Things We All Know about Newspapers
![Page 3: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/3.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Three Things We All Know about Newspapers
![Page 4: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/4.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Three Things We All Know about Newspapers
![Page 5: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/5.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
How Did This Happen?
• Our future is in the hands of a sight, sound, motion generation
• News is available 24 hours a day, 7 days a week
• Depth of coverage is out of sync with fast-paced 21st century life
• Things that used to drive 18-34s to the paper are now done online
• Multitasking is a way of life
The world changed …
![Page 6: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/6.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
2002 Reach Among 18-34’s
(% of mkt.)
50%
10%
6%
Source: Gallup Poll of Media Usage, Chicago Market 2002
Chicago Tribune Needed an EdgeChicago Tribune Needed an Edge
![Page 7: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/7.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Preliminary Work Informed Us
Focus Groups20 Adults in their 20’s
Tribune Proprietary Research Studies
Local Newspaper StudySingle Copy Newspaper Buyer Study
P R I Z MP R I Z M
Tribune Young Readers Panel
10 adults 17 – 23
Leisure Time Study
1 x 1 Interviews with External
Industry Experts3 out of market
newspaper peers
Industry Analysis
Internal Information Resources External Resources Primary Research
THE GALLUP
ORGANIZATION
THE GALLUP
ORGANIZATION
Editorial Readership Priorities, 2001
![Page 8: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/8.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
What We Learned
• Young readers are interested in local and relevant news
• You can have attitude but you must choose your spots
• Humor is essential
• Too much celebrity coverage is too much
• Brand credibility still means something
![Page 9: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/9.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
What We Made
![Page 10: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/10.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
What We Needed To DoShort-term
• Reach 18-34 year-olds, mainly in the city, who are commuters
• Quickly build trial and brand awareness
• Develop a daily reading habit
Long-term
• Grow circulation and readership among young readers
• Increase market share against competing publications
• Migrate readers to other Tribune media
• Generate healthy profits and margins
![Page 11: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/11.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
What We Launched
![Page 12: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/12.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
• Who was reading this thing?
• Was it working for them?
• Did we have the right content mix?
• Most importantly, were the covers attracting our targets?
What We Still Needed to Learn
![Page 13: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/13.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Conduct a study among consumers of a product that does not yet exist
Routinely survey a target audience (Gen Y) that is difficult to reach• Mobile• Tech savvy• Notorious for low newspaper readership• Generate initial and sustained interest
Construct a daily interviewing and reporting process• Cover and content specific• Frequent topline reporting• Iterative process• Track results over time
The Research Challenge
![Page 14: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/14.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Quantitative Panel
• Online ?
• On Site / Central Location Intercept ?
• Other ?
Methodology
Recruitment Options
• Use existing online panel(s) ?
• In-paper ads ?
• Postcard ?
• Online ?
![Page 15: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/15.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Postcard
![Page 16: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/16.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
In-Paper Ad
![Page 17: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/17.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Intro survey (populate potential panel members, comments)
Panel Construction
Panel survey (screening, demographics, panel invite)
Weekly survey• Morning launch (9-10am)• Midnight close• Reshuffle sample each week
Qualifications• Current RedEye reader• Mix of demographics (age, gender, income, etc.)• Mix of geography (city/non-city, distribution area)• Security (industry) screen
![Page 18: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/18.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
1st half: Base survey• Readership behavior
Questionnaire
2nd half: Targeted area (specific focus over 1-3 week periods)• General appeal• Specific content, design elements• Reader attitudes• Shopping behaviors and cross-media habits
Length: Less than 10 minutes
Form:• Mostly closed ends• “Comments” at end• Visual
![Page 19: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/19.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Questionnaire
![Page 20: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/20.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Fieldwork
A. WeeklyQuestionnaire
Provided
C. SampleCleaned /
Randomized
1. Cover .jpgReceived /Inserted
B. QuestionnaireProgrammed /
Tested
2. SurveyRe-tested
then Launched
3. InitialResults
Checked
4. ResultsMonitored
5. CloseSurvey
6. DataPulled /ToplineCreated
WEEKLY
DAILY
D. WeeklyReport
Generated
![Page 21: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/21.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Daily topline• Download from secure site• Basic graphical report
Reporting
Summary report• Compiled weekly
Verbatims• Presented in raw form
![Page 22: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/22.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Reporting
![Page 23: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/23.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Did today's cover entice you to pick up RedEye? (n=186)
No38%
Yes62%
What was it about the cover that enticed you to pick up RedEye? (n=116)
57%
25%
70%
10%
0%
20%
40%
60%
80%
100%
Pic/graphic Boldness ofHeadline
Topic of Cover Story Other
What was it about today's RedEye that caused you to pick it up? (n=70)
41%
3%
23% 0.21
40%
16% 19%27%
0%
20%
40%
60%
80%
100%
Handed
to m
e
Class
ified
Met
rom
ix
Oth
er E
nt.
News
Red H
ot
Sports
Oth
er
Reporting
![Page 24: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/24.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Initial Sweepstakes
Incentives
$ Gift card• Mailed via USPS• 3 options• $10 per occasion
• After first full survey• After every 4 additional surveys
![Page 25: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/25.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Non-Responders (Non-Readers)• Out after X weeks
Ongoing Panel Management
Feedback Loop• Establish one• Monitor it daily
Housekeeping• Removal from panel• Change of address (mail, e-mail)
Repopulate as needed
![Page 26: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/26.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Panel Members: 900
Panel Results
Response rates: High (63-72%)
Longevity: 5 months
Bottom line: Actionable results …• provided on a timely basis• used to improve the product• ultimately resulting in increased circulation
![Page 27: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/27.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Consider multiple options (be creative)
Offer popular incentives (relevant)
Monitor costs (10,500+ at less than $10 per complete)
(Try to) keep it simple
Avoid overload (take a break)
Pre-test (and adapt)
Build in controls (process checks)
Key Process Learnings
![Page 28: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/28.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Cover Elements Analysis
• Working with Tedesco Analytics, Inc. analyzed panel findings• Panel readership and satisfaction scores varied from issue to issue• Wanted to make best use of panel learnings to inform future efforts
• Complexity science uncovered patterns of most successful covers
• Each element of every cover was put into the model
• Appended readership/satisfaction scores for each issue
• Determined which elements were linked with highest readership/satisfaction
![Page 29: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/29.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Subject preferences of younger audience will not turn off 35+ readers
What We Learned
![Page 30: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/30.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Covers featuring males that have an outdoor feel outperform others
What We Learned
![Page 31: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/31.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Stories with a local connection and covers that give people a lot of reasons to open the paper work best
What We Learned
![Page 32: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/32.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Photos that suggest action and are not staged resonate most
What We Learned
![Page 33: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/33.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
TV/movie take-offs are best used sparingly
What We Learned
![Page 34: A Case Study in Panel Design and Execution Lynne Kerger, The Chicago Tribune Ron Pocs, The Blackstone Group Engaging Consumers in New Product Development.](https://reader036.fdocuments.in/reader036/viewer/2022070307/551a44315503463e778b506d/html5/thumbnails/34.jpg)
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Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Engaging Consumers in New Product Development: A Case Study in Panel Design and Execution
Fieldwork recently completed
Smaller scale, more focused
Previous learnings put into action
RedEye Panel – Wave II
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A Case Study in Panel Design and Execution
Lynne Kerger, The Chicago TribuneRon Pocs, The Blackstone Group
Engaging Consumers
in New Product Development