Publications
Publications
- October 2021
- HBS Case Collection
Sparking Growth at Consumer Reports
Abstract
Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential digital products and services for younger audiences using digital marketing tests. This case provides background on various social media platforms and their advertising offerings along with details on running "smoke tests" to validate product concepts before investing resources to build them.
Keywords
Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations
Citation
Wallace, Christina. "Sparking Growth at Consumer Reports." Harvard Business School Case 822-035, October 2021.