Case Study: Reuters Institute gains deeper insight into digital news payment motivations with YouGov

Reuters Institute uses YouGov’s online community across 55 countries to unpack digital news payment motives

The Reuters Institute sought to understand the motivations of digital news consumers and the impact of an economic downturn on their payment behaviors, specifically why some continued to pay for news while others changed their habits. To research this hard-to-reach audience, they partnered with vendor YouGov, which utilized its online community solution.

YouGov built a proprietary online community to conduct qualitative research, efficiently recruiting participants via quantitative methods to stay within budget. This digital approach allowed for deep, real-time exploration of consumer motivations across different countries. The result was a highly detailed report for the Reuters Institute, which praised YouGov for delivering richer, more actionable insights than traditional focus groups could provide.

Reuters Institute