Our new study ‘Home Truths’ explores home interiors and home technology purchases, from furniture and kitchens, to TVs and connected home technology.
Magazine brands have often been one of the ways that consumers navigate choices because of the expertise and inspiration that they offer. We wanted to know if this was still true.
We recruited consumers in the midst of their home interiors and home technology purchases, and surveyed them at different stages, capturing results before and after exposure to magazines and review websites.
The magazines tested lifestyle and special interest titles, ranging from Good Housekeeping to Homes and Gardens and Stuff, and included a representative cross-section of home interiors and technology ads. We worked with a specialist in social psychology and neuroscience, who deployed an eye tracking approach alongside the survey to enable the capture of unconscious behaviour with regards to advertising in magazines.
We found that:
- Magazine brands play a key role in the shortlisting process
- Magazine brands protect and even boost budgets. This applies to both print and review websites.
- These effects are intensified by printed display advertising. There are opportunities for editorial and display to work in combination
To find out more download the full deck and report. For more information please get in touch at firstname.lastname@example.org
*Our Home Truths research was presented at our morning breakfast briefing in September 2018, read the write up here
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