AMI is a not-for-profit media company that entertains, informs, and empowers Canadians who are blind or partially sighted. At over 130 team members and with offices across the country, AMI is a medium-sized organization with an outsized impact.
Approximately 500,000 Canadians are blind or partially sighted. AMI seeks to reach them, in both English and French.
Given the immense nature of the task, they aim to stay on the cutting edge of technology and media.
“We’re a research-focused organization. We constantly look at website optimization and improvements, as well as regularly checking in with our audience on what they are looking for,” said Virginia Vuleta, Director of Digital Strategy at AMI Inc.
“Our market is traditionally not heard,” says Vuleta. “So they respond well to being engaged in this process.”
AMI has typically relied on an extensive consultation strategy. They have close to 1500 people across Canada who are part of the research panel they regularly reach out to. Participants are compensated for their time.