Sefton & Associates - Qualitative Review of Feedback Magazine

Summary

A qualitative review was carried out on MLA's member magazine, Feedback. This review involved two focus groups (one northern, one southern) and three detailed telephone interviews. During these groups/interviews, Feedback readers were asked about the extent to which Feedback influences their business decisions, their thoughts on the refreshed design of Feedback and on ways Feedback can be further enhanced to meet its key performance indicators of success.
The majority of focus group readers had an overwhelmingly positive opinion of Feedback. The majority of producers say that Feedback stimulates thinking and can be the first step in the process to making a business decision, but the magazine by itself does not have a significant impact on their business decisions. Rather, by keeping producers informed and exposing them to new ideas Feedback is indirectly contributing to their decision making. Overall, the new design of Feedback has been well received and supported by the vast majority of readers. A workshop consisting of a subset of MLA's Industry Communications and Engagement team assessed the reader research results and the suggested improvements in late November 2012 and decided on what changes should be made to Feedback magazine.