The brief
In 2024, the Independent Publishers Guild (IPG) commissioned Shift to conduct a series of surveys to better understand their members, and their experiences, needs and challenges. In 2025, the IPG wanted to rerun this series of three surveys to conduct tracking analysis and explore how its member organisations have changed over the past year.
The surveys explored the following themes:
- Workforce and organisational planning
- Social channels engagement
- Sales trends
The approach
- Shift reran the three surveys over the course of 2025.
- We revised the existing survey guides used in 2024 to ensure key questions were tracked and amended if necessary. Additionally, questions that were no longer relevant were replaced by topical questions aligning with the IPG’s membership needs.
- During fieldwork we created a response rate tracker to monitor and update IPG on the survey response in real-time to inform future reminder communications.
The value
- The fieldwork period for each survey aligned with the IPG’s event calendar to ensure that findings, particularly from the social channels survey (positioned as survey 2 in 2025), could be presented at the IPG’s Autumn Conference.
- We produced three visual, digestible reports outlining the findings of each survey.
- Over these three reports, we created a comprehensive picture of their members’ experiences, needs and challenges.
