Scope Zooms ahead with feedback

With Zoomerang zPro, Scope Communications Group can incorporate its readers feedback for editorial choices, industry research and enriched demographic information for its advertisers.

Based in Dublin, Ireland, Scope Communications Group, the Irish affiliate of IDG, is an exhibit planner and IT publishing company. Scope produces four magazines for the Irish market Computer Scope targeted at IT professionals, Channels for the IT trade market, Smart Company for business users, and PC Live for the home market.

By using Zoomerang zPro online survey software, Scope has radically changed and expanded their use of customer research. This almost-immediate feedback means their readers can contribute to the magazines content and the companys research capabilities, while the enriched demographic information enhances the companys advertising sales efforts.

Online surveys deliver results
Staying competitive in an industry in which you have two customers advertisers and readers requires access to timely information and the flexibility to incorporate this information into your planning.

Tim Graham, Marketing Services Manager at Scope, recalls relying on a hard copy annual readership survey, distributed in their publications, for information. As were a technology publisher, says Graham, its more appropriate that we use technology to reach our readers. Before using Zoomerang, he tried two unsuccessful alternatives. According to Graham, the first had poor customer service with results that were either late or incorrect and the next company was too expensive. Then we heard about Zoomerang.

Surprising survey speed and ease of use
When Scope conducted its first Zoomerang customer survey in June 2002, Graham was struck by how intuitive it was to use. He began with fundamental but critical questions to understand their readership demographics. Its important to our advertisers that we know whos reading our publications, and can back up our claims with data.

What Scope discovered was the efficacy and immediacy of the information. With the teams previous, hard copy version, they needed to wait a month or more for results. With Zoomerang they start receiving feedback minutes after sending out a survey. If I send out a survey on Tuesday, Ill have most of the responses back in two days, so that 98% are back by Friday. Youd never get results like that in any other survey, he says. Its great and so much more cost-effective.

Enthusiastic responses warrant increased survey frequency
With the positive response Scope received from its readership, the team began using Zoomerang survey software more often. Because our audience is online, theyre really responsive to this form of questionnaire. Graham believes that its less intrusive than a pen-and-paper version.

Their readership likes being asked for their opinion. They seem to feel more valued, like what they think influences what they see in the magazine. And of course thats exactly right, Graham says. With the positive results of the online surveys, Scope began using Zoomerang more often. Now were using it about once a month, he says.

Post-survey insight
Scope found that if it keeps the customer survey short, about 10 questions, it gets immediate responses. The other thing that helps is the readership gets familiar with the surveys, knows theyre quick and easy, and its as if they cant wait to tell us their opinions.

Expanding usage of Zoomerang survey results
With a typical Zoomerang survey response rate at about 5 6 %, Scope has broadened its use of research. We used Zoomerang to survey our readership about Open Source Linux. They gave us their feedback, and we were able to report these research findings at a conference. Graham says. Expanding on this success, Scope became more proactive with its content planning when working towards the re-launch of their PC Live magazine. Scope asked its readers what kind of content they were interested in. Given a list of 10 areas, overwhelming response indicated that they wanted information about digital cameras. So, Graham says, when the magazine hits the news stand in August, it will contain a focus on digital cameras.

Survey results impact content and enhance sales efforts
Scope Communications has moved from a lumbering system of hard-copy survey formats to regular, ongoing communication with its readers. By using Zoomerang zPro often, and wisely, Scope has been able to benefit from research-rich content, focused product delivery and better demographic information, enhancing their sales efforts with their advertisers and building a closer relationship with their end-users, their valued readership base.