Sunday Mirror - refining brand and editorial positioning

The Challenge

  • Explore and evaluate shift in editorial strategy for a major Sunday newspaper.
  • Groups conducted on a Sunday morning.
  • Breakfast served, allowing respondents to read paper prior to group.
  • and in the correct mental state. (hungover!)

End Benefit

  • An accurate picture of Sunday red tops and their role as "entertainment" as opposed to hard news vehicles.
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