Freiburger Nachrichten

Customer Segmentation and Brand Perception via Survey

Background and Objectives 

Freiburger Nachrichten (FN) is the only daily newspaper for the German-speaking part of the canton of Fribourg. Despite a challenging environment, the strong position as the primary and critical news source in German-speaking Fribourg must be secured in the long run. The objective was to comprehensively survey the needs, characteristics, assessments and wishes of the readership and other stakeholders, as well as to reposition the corporate brand.


Based on representative surveys through online and physical surveys of the readership and other stakeholders, homogeneous customer types (personas) were built and described by means of various statistical methods. The brand perception of the FN was then compared across the different segments. Based on the results, a future-oriented repositioning of the brand image was conducted together with the management body.

Customer Statement

“The goal-oriented development of a customer model as well as the mapping of the image perceptions of various stakeholders based on comprehensive, representative surveys form decisive foundations for our future strategic orientation. The brand repositioning has helped us to sharpen our ambitions, characteristics, and value propositions. Academic Alpha AG develops solutions that are individually tailored to the client’s needs and convince through precise, on-time and result-oriented work. The collaboration was always highly professional and constructive; through close coordination with the client, only results that represent real added value are achieved. For strategy-relevant topics and large market research projects, we will fall back on the professional expertise and methodological competence of Academic Alpha AG again at any time.”

Bruno Zürcher
Head of Marketing
Freiburger Nachrichten AG

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