Custometer

The Custometer is a readers survey for customer media. Available to evaluate print magazines & online content (adapted for online magazines, blog & e-letters).

Quick facts

• Organized by Custo, the Belgian federation of content marketeers
• Developed & conducted by InSites Consulting
• Available for evaluations of print magazines and online content (and further tweaked for online magazines, blog & e-letters)
• Versions for B2C, B2B & B2E
• Compares results to a unique Belgian benchmark based on 50 (print) Custometers.
• Combination of standardized approach (which allows to compare results with the benchmark) with possibility to add ad hoc questions (which allows to measure specific magazine goals).

Budget

1 LANGUAGE (DU)

• Print Magazine: 6000 €
• Online Content: 4.500 €
• Print & Online Content: 7.775 €

2 LANGUAGES (DU & FR)

• Print Magazine: 7.500 €
• Online Content: 5.500 €
• Print & Online Content: 9.995 €

Which media are qualified

• PRINT magazines; with 2 main goals:
• How do readers consume and evaluate the publication? How can we optimize the publication in the future?
• What is the effect of the publication among readers on the perception and evaluation of my brand, products or services
• ONLINE content (customized questions for online magazines, blogs & e-letters),   with comparable goals:
• How do readers evaluate the content? How can we optimize the content/platform in the future?
• What is the effect of the content among readers on the perception and evaluation of my brand, products or services

Besides organizing separate measurements of print & online content, it’s also possible to do a combi evaluation of the print & online content, with efficiency gains and a price reduction.

METRICS

Find a full overview of metrics for print vs. online evaluations. The evaluation of online content is centered around the evaluation of the content & platform as well as brand impact, whereas for print magazines the consumption is also included.

HOW IS IT CONDUCTED?

STARTUP STEPS

• Ordering a Custometer is easy: mail your request to either backoffice@custo.be or Vincent.Konings@insites-consulting.com. We will take care of your request and contact you for further information.
• Discuss the following details:
• Timings of the research project
• Determine the number of languages
• Tune the questionnaire to your needs with 3 ad hoc questions
• Decide data collection method (see further)
• Decide incentive (see further)
• Take the following framework of timings into account
• Confirmation of the project to InSites: 4 weeks before field work
• Input survey to InSites: 2,5 weeks before field
• Links available for online survey: 1 week before field work
• Field: usually up to 4 weeks
• Report: 2 weeks after field

INPUT TO DELIVER TO INSITES

InSites Consulting will deliver a template of the survey with clear indications of what input is expected and where. The input needed is summarized below:

• Covers of the magazine (if print): current magazine + 3 previous magazines
• Input for ad hoc questions (max 3 questions). In case it’s a print + online evaluation: we can add up to 6 ad hoc questions (3 for print & 3 for online).
• Input to complete the survey:
• Name of the magazine
• Employer names
• Number of magazines per year
• Changes to the statements within the questionnaire

After implementing the survey, InSites Consulting will share a link in order to test the questionnaire (before inviting respondents). Final feedback can be given on this link.

DATA COLLECTION

• The research project is conducted by means of an online questionnnaire (for print & online content evaluations)
• Respondents are invited to participate to the survey via a call to action in the magazine (if print), a link/pop-up on the website (if online), direct mailing, social media recruitment, etc. A mailing is always recommended as it is the most effective source to recruit respondents.
• How to maximize participation:
• Incentive (not included in budget)
• Support charity
• Share results afterwards

DELIVERABLES

REPORT

• InSites Consulting delivers a standardized report in powerpoint, including conclusions & recommendations.
• Within the powerpoint presentation, InSites Consulting will provide a comparison with the benchmark based upon the results of different Custometer projects.
• The report for print magazines consists of more or less 30 content slides, the report for online magazines consists of more or less 20 content slides.

PRESENTATION

• Optionally InSites Consulting can also provide a face to face presentation of the results.
• This is not yet included in the budget, the additional budget for the presentation is €600 ex VAT.