Methodologies Utilized: Online bulletin board/focus group Social media recruitment Usability/UI/UE Quantitative Unique methods/custom user-friendly market research™ CASE STUDY Focus on Journalists
user-friendly market researchProject BackgroundThe chain of information transmission is madeup of three major links; producers, packagers, and consumers. One of our clients in thecommunications industry wanted to respond to the changing media landscape by understanding and addressing the needs ofthe journalist community, or the “packagers” of information. While mass media outlets have covered the changing media landscape, there is less material available on how journalists themselves interpret, use, and discuss new methods of accessing and transmitting information.
user-friendly market research Client Objectives Our client wanted to understand the techniques professional journalists currently use to find information online, what their needs are, and how to develop useful onlinetools to meet these needs. Or, basically, figureout how to serve an untapped and overlooked market segment.
user-friendly market research The Challenge While the primary study objective wasn’t particularly difficult, finding the rightparticipants would make all the difference inthe depth and breadth of the feedback. We not only needed to find a diverse mix of geographic dispersion, media outlets, and“beat” coverage, but also find the journalistsmost likely to use the online tools our clientwanted to develop. Professional journalists committed to traditional sources, like thelandline telephone, probably would not have much advice to give on a good RSS feed management tool for finding story leads.
user-friendly market research Our Approach We figured out pretty early on that recruitingparticipants online would guarantee finding only the web-savvy journalists, who could articulatetheir changing needs in the new media landscape. Not to mention the fact that the online environment makes it easy to attain the best possible mix of important demographic considerations.
user-friendly market research The Outcome Study participants revealed a number of important credibility considerations whenevaluating online sources of information, as well as a taxonomy, or hierarchy of new media sources. Based on respondent feedback, wefound that websites like Digg were OK for story ideas, but that in-depth research ought to be conducted through more credible (quotable) channels such as news aggregators, and subscription databases.
user-friendly market research The Upside By efficiently finding participants who knew a thing or two about conducting a Google search,we came away with a lot of important insight for the client. We were able to uncover whyjournalists typically prefer certain online sourcesto others, which allowed us to give the client a setof guidelines for developing useful online tools for journalists.
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