Jeff Brazell, one of our alumni from the first Superstars (Pasadena) is the CEO of a global market research company, The Modelers, that has done studies on just about everything in entertainment, from gaming to movies, from books to devices. His company commissioned an extensive study on books, ebooks, and reading, and he will be presenting the results of the study—for the first time in public—at the 2014 Superstars Writing Seminar.
The research will give insights on:
• The customer journey/path to purchase: Where do readers find their next read? How do they form their consideration sets? How important are GoodReads, best-seller lists, amazon reviewers, professional reviewers in the process? Are there differences between genres? What are the influences of traditional publishers versus indies (i.e., do readers think traditional publishers are playing their quality-control role)? What are roles of cover, size of book, lists, price?
• Preference: How many people prefer e-books, how many other formats? What length readers prefer books to be (by genre)?
• Valuation of books in readers’ minds. How is a book valued? How much are readers willing to pay for how much? Implications for serialization? Value of contracting the time between releases? What are the differences with eBooks and physical books?
And other cool stuff.
Jeff’s clients include such firms as Boeing, P&G, GM, EA Sports, LG, Verizon, Adobe, Disney, Hilton, Levi’s, Pepsi, Toyota, Coke, Warner Brothers, Amex, FedEx, US Dept of Defense, Pixar, Sony, Johnson & Johnson, Mayo Clinic, Nordstrom, Hallmark, Discovery, Toyota, NBC, Universal, Fidelity, Citi, State Farm, USAA, the NFL, and others.
I plan to be hanging on every word. This is truly an exclusive and insightful addition to our talks.
There’s not much time left to sign up for Superstars. Prices go up January 15. The seminar will be held in Colorado Springs, Feb 6-8. For more information, see the Superstars Writing Seminar homepage.