Hasta La Creative!

Offering people free stuff in exchange for a little information about their product preferences is an age-old approach to market research and data collection.

In the past weeks, Time Inc.’s People embarked on a modern day version of just such a program that could double as a data generator and a new sponsorship revenue stream. The publisher launched a giveaways page in its Style section managed by Poshly, a survey platform for beauty brands, and since launch has seen a steady stream of information flowing in from site visitors about the entertainment media they consume, their beauty regimens, and what they think of People.

“We’re seeing data collected at an alarmingly high rate,” said Joseph LaFalce, executive director of business development and digital entertainment at People. “It’s almost a focus group of our audience for product development.”

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