HuffPo Qualitative Research Summary Final

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HuffPo Qualitative Research Summary Final

  1. 1. Group 1 – Summary of Qualitative Research<br />April 5, 2010<br />Delia Chavarria, Susan Houlihan, Mark Kunkel, Sarah Milstein, Mark Yeh<br />
  2. 2. Objectives & Methodology<br /><ul><li>Objective:
  3. 3. Obtain information about the trends and preferences in how undergraduate students get their news.
  4. 4. Methodology:
  5. 5. Facebook focus group
  6. 6. Recruited students using help from contacts in our personal networks, targeting undergraduates ages 17-24.
  7. 7. Offered $10 Amazon gift certificate for participation.
  8. 8. Enrolled 5 participants (from CSU Fresno (2), Drury College, University of Colombia, and Oberlin College)
  9. 9. Provided instructions via Facebook, and posted 10 questions over 4 days
  10. 10. Participants responded to questions posted by moderator and to responses from other participants</li></ul>Possible Biases:<br /><ul><li> Small sample size lacking diversity (4 of 5 respondents were females)
  11. 11. Facebook participants by default may prefer more online and social networking sites
  12. 12. One participant lives outside of US and another out of age range</li></li></ul><li>Questions asked via Facebook Focus Group<br />Q1: What kind of news do you like to read/watch/listen to? What category of information is useful to you? <br />Q2: Through what media do you get most of your news (i.e. TV, radio, newspaper, websites, magazines, etc.)? <br />Q3: Which websites do you visit frequently (more than twice a week) as a source for news and information? How often do you visit them? Where did you learn about these websites? <br />Day 1<br />Q4: For the websites you visit often, what do you like/dislike/feel should be added to make them more appealing?<br />Q5: Do you prefer to search for news or do you wait for news alerts to be shared with to you? When it’s shared, where do you find it? (On Twitter? Facebook? Elsewhere?) When you search, what search engine/s do you use? <br />Q6: What device (s) do you like to use to obtain news and information: laptop, iPhone, Kindle, others? Why do you like to use these devices? When do you like to use them (i.e., in class, at the airport, at a coffee shop, etc.)? <br />Day 2<br />Q7: What are three things that a website must have for you to find it appealing and useful? <br />Q8: What do you think are some of the current trends related to how students obtain news and information? How do you see those trends changing in the future? <br />Q9: When Michael Jackson died, how did you first get that information? <br />Day 3<br />Day 4<br />Q10: What features do you like best in mobile apps? Web apps--including news sites, Facebook, Twitter or other sites you visit regularly? <br />
  13. 13. Overarching Themes<br /><ul><li>Students like to stay connected
  14. 14. They receive and verify news from a variety of sources and on a variety of devices (work computer, home computer, laptop, mobile, TV)
  15. 15. They obtain news mostly through TV and online
  16. 16. They typically get links to news from social networking sites and feeds/emails from various sources; they also check certain sites regularly
  17. 17. Guilty pleasure: entertainment news
  18. 18. They also value local news
  19. 19. They appreciate user-friendly, aesthetically appealing news sources that allow them to interact and share stories with others
  20. 20. They don't mind advertising as long as it is unobtrusive </li></li></ul><li>So what were some of the comments?<br />“Huffington Post is an example of a set-up that is not clear-- it is difficult to find articles about what I am interested in because they are all jumbled together-- blogs, different dates written, etc.”<br />“The most ‘searching’ I do is by actively looking at USA Today or CNN daily.”<br />“I first found out [about Michael Jackson’s death] from a friend’s Facebook status --- I didn’t think it could be true, so I typed it into Google….Finally I turned on CNN….”<br />
  21. 21. Detailed Findings<br /><ul><li>Type of information students like read about:
  22. 22. Most mentioned local news. They also like to indulge in entertainment news (celebrity gossip).
  23. 23. Others mentioned: Arts, Technology, and Politics.
  24. 24. Media used to obtain news:
  25. 25. Most mentioned using the Web and TV
  26. 26. Others mentioned trying to read the newspaper or local college publications such as “The Undercurrent”
  27. 27. Favorite websites to obtain news:
  28. 28. Most mentioned CNN, Twitter, and Facebook
  29. 29. Some also mentioned USA Today, ABC News, Washington Post, NY Times, Yahoo </li></ul>Only one participant mentioned Huff Po and it was in a negative context<br />
  30. 30. Detailed Findings (cont’d)<br /><ul><li>Likes/Dislikes for sites used to obtain news:
  31. 31. Clear user interface – nice layout, easy to read, and navigate
  32. 32. Ability to share stories
  33. 33. Links to videos
  34. 34. Speed of download and with which stories are sent via texts, etc
  35. 35. Up-to-date information
  36. 36. No login required
  37. 37. No obtrusive ads
  38. 38. Short and sweet articles
  39. 39. Celebrity gossip
  40. 40. Nice to have for sites used to obtain news:
  41. 41. Personalized, mobile alerts and feeds to readers
  42. 42. Quick summary of world news/events</li></li></ul><li>Detailed Findings (cont’d)<br /><ul><li>Preferences in how to obtain news (pull versus push):
  43. 43. Most like to get their news via text/email alerts, postings on social networking sites (push)
  44. 44. Some mentioned easy to use mobile phone apps, going to websites like CNN and USA Today daily or watching TV to obtain the news
  45. 45. Devices used to obtain news:
  46. 46. Most use laptops and mobile phones
  47. 47. Some also use TV
  48. 48. Trends in how undergrads obtain news:
  49. 49. Via mobile phones
  50. 50. Feeds from Twitter and Facebook </li></li></ul><li>Recommendations for Huff Po based on Qualitative Research<br /><ul><li>More aesthetically pleasing website - easy to read and navigate
  51. 51. Personalize news alerts/feeds to Huff Po readers
  52. 52. Create platforms and support external social network/community interactions around Huff Po content
  53. 53. Increase college readers through Facebook connect and local college newspapers</li></li></ul><li>What to explore further in quantitative research?<br /><ul><li>What do Huff Po readers think of the:
  54. 54. Design, features, and functionality of the site in general
  55. 55. Content for the college section in particular
  56. 56. Importance of certain features and functionality, plus detail on what students would like to have added to the Huff Po website as far as features, functionality, and content
  57. 57. Confirmation of how students like to get their news (push vs pull), and the devices they like to use</li>

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