Case Study: Tribune Company cuts research costs 50% and triples consumer research with Qualtrics Research Suite

Tribune Company - Customer Case Study

Tribune Company, one of America's largest broadcasters and news media organizations with 22 television stations and eight newspapers reaching over 80% of U.S. households, needed a way to modernize research. The challenges were to integrate online research with traditional methods, reduce costly outsourcing, and increase the frequency of consumer touchpoints to stay responsive in a rapidly changing media landscape.

By deploying Qualtrics Research Suite, Tribune centralized regular online feedback across markets to guide newspaper topic scheduling, tailor local TV content, evaluate on-air talent, and support website usability testing. The shift cut research costs by 50%, tripled the amount of consumer research conducted, grew cross-media audiences, improved talent hiring and retention, and eliminated outside recruitment expenses while expanding testing capabilities.

Tribune Company

Ed Ney

Director, Consumer Research