It’s a brand that many of us grew up with, pages sprawled open on the kitchen table or stockpiled in the garage. Founded in 1936, Consumer Reports has been a mainstay of savvy consumer decision-making for more than 80 years. In the minds of millions of subscribers, the brand has long been synonymous with unbiased testing, research and consumer advocacy.
Over the decades, Consumer Reports has worked to reach new audiences, and bring the magazine experience online. And they’ve found success in their efforts. They were one of the first to charge for content and do it well. With their broad media portfolio spanning online, print and TV, they’ve steadily shifted from more transactional-oriented ratings engagements to experiences that hold you over time.
Cara Determan, Director of User Experience at Consumer Reports, has helped lead that change. Together with her team, Cara has helped to evolve the Consumer Reports experience into what it is today. Cara joins us to talk about CR’s recent redesign, membership and the journey to align everyone around reimagined experiences.