National Geographic is both a storied brand and a modern media company. National Geographic Media, a joint venture between The Walt Disney Company and the National Geographic Society, produces content across television networks in 172 countries and publications in 41 languages, including the iconic print periodical. Senior Director of Consumer Insights Jessica Bates explains, “the National Geographic brand is at once both nostalgic and future-facing, informative and entertaining, historic and innovative, so understanding what the brand means and how subscribers are engaging with it is extremely important to our success.”

Watch this video to learn how Jessica and her team transform open-ended text into invaluable subscriber and brand insights.