The media world is undergoing a profound transformation, pushing press groups to better understand their readers. It is in this context that the La Dépêche du Midi Group, a major player in the French press, has chosen to rethink its data collection strategy. We meet with David Guillermin-Raspaud, head of marketing studies and projects, who shares his experience with the Drag’n Survey tool.
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La Dépêche du Midi Group Facing the Challenges of Analyzing Reader Expectations
For a French media giant like [La Dépêche du Midi Group]{.underline}, precisely understanding the needs of its audience represents a considerable challenge. With several flagship titles such as La Dépêche du Midi, Midi Libre, or Midi Olympique distributed nationwide, the company reaches a broad public.
A multifaceted media presence that requires adapted tools
The group is not limited to traditional print media. David Guillermin-Raspaud emphasizes that “our sites regularly rank in the top 15 most visited news sites, even top 10 for the ladepeche.fr site with over 15 million visits per week.” This dual presence, both physical and digital, requires reliable and scalable data collection methods.
A marketing mission centered on behavior analysis
As head of marketing studies and projects, David leads initiatives aimed at “better understanding our consumers and their expectations.” A mission that involves deploying surveys at different stages of product development: “We use surveys to pre-test new products, measure expectations, and also post-test product launches.”
The Search for a More Effective Alternative to Existing Solutions
Before adopting Drag’n Survey, La Dépêche du Midi Group worked with an external provider using another survey platform. However, this solution no longer fully met the evolving needs of the company.
Limitations of the previous solution
The experience with the previous solution presented certain constraints. David mentions an interface that was “not very trendy and sometimes difficult to use.” These technical aspects represented an obstacle for a team that needed to react quickly to market trends and changes in reading habits.
Decision criteria for a new tool
The choice of a new platform was made according to specific parameters. “We were looking for the best value for money, meaning a platform that would allow us to create our surveys as we saw fit, with advanced filters and options for the lowest possible price.”
The Transition to Drag’n Survey: Simplicity and Efficiency
The decision to migrate to Drag’n Survey came naturally after a positive first contact. “The contact with the person at Drag’n Survey went very well,” recalls David.
A smooth adoption
The implementation of the tool was done without major difficulty, with a remarkably short learning curve. David mentions that he is the main user of the solution within the group, which allows for centralized and consistent management of different studies.
Most popular features
Asked about the aspects of the tool he uses most frequently, David simply answers: “Survey creation.” This core functionality perfectly meets the daily needs of La Dépêche du Midi Group’s marketing team.
Concrete Results for La Dépêche du Midi Group’s Product Development
The use of Drag’n Survey has allowed the marketing team to conduct impact studies essential for guiding the group’s strategic decisions.
A revealing case study: testing a new formula
David illustrates the usefulness of the tool with a concrete example: “We conducted tests for the launch of a new formula of our newspaper. The form created with Drag’n Survey allowed us to measure the main metrics, enabling us to refine our new formula before its deployment.”
Tangible daily benefits
The improvements brought by the Drag’n Survey solution are felt in daily work. “It’s primarily a time-saver, as the tool is very simple to use, we can quickly train new employees.” A simplicity of use that translates into greater agility in conducting marketing studies.
Key Success Factors for La Dépêche du Midi Group
The use of Drag’n Survey has allowed La Dépêche du Midi Group to significantly improve its data collection processes and analysis of reader expectations.
Simplicity as a lever for efficiency
The ease of use of the tool is a major asset highlighted by the marketing manager. This accessibility allows the team to be more responsive and autonomous in conducting its studies, with the ability to quickly train new employees on using the platform.
A solution adapted to media challenges
La Dépêche du Midi Group’s experience demonstrates the relevance of Drag’n Survey for the media sector: rapid testing of new editorial formulas, precise evaluation of readership expectations, and measurement of customer satisfaction. Features that prove essential for a press group that must constantly adapt to changing reading habits.
The collaboration continues today, allowing the press group to further refine its understanding of its audience’s expectations in a media environment where customer knowledge has become decisive.
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