The document describes a workshop on data analytics and audience research. The workshop agenda includes presentations on complexity of numbers, news needs of the audience, redefining objectives, case studies, and developing a formula. It also provides details on exercises between the presentations. The goal is to help journalists understand their audiences and how to best serve their needs through data-driven insights.

1. DATA ANALYTICS NEED
AUDIENCE RESEARCH

2. #ebubigdata

3. 1987
Johan
Grafström
1991
Michael
Topelius
1992
Jasmine
Haegeman
1997
Alberto
Messina
1998
Alessio Rocchi
1999
Cordula
Oeltze
2002
Gareth Ivory
20042006
Fransesca Cimino
2004
Martina
Bukvajova
2006

4. 2014
Sabino Metta
2007
Paul Hek
2009
Riikka Latti
2010
Rebekka Mørken
Valdmanis
2011
Julia Scolari
2013
Maike Olij
2012
Annett Kahl
Johan Grafström
20122013
Klara Vatn
20162014
Jasmine Haegeman

5. TODAY

6. 09.30 Presentation: the complexity of numbers
10.00 Reflection
10.15 Presentation: news needs of the audience
10.45 Coffee
11.00 Presentation: (re-)define your objectives
11.15 Exercise
12.00 Case studies
13.00 Lunch
14.00 Presentation: the role of research
14.30 Exercise
15.15 Presentation: developing the formula
15.45 Exercise
17.45 Closing
18.00 Drinks

7. COMPLEXITY OF NUMBERS

14. Journalists should understand that their
audiences’ high-minded desires don’t
always align with the choices they make
- in part because those choices are
nudged by algorithms and popularity
James G. Webster

15. 1 2

16. Feb 8 Feb 15 Feb 22
0
100
200
300
400
from February 1, 2016 - February 28, 2016
@nosop3
NOS op 3
across all Twitter and Facebook accounts
Incoming Messages 80,775
Sent Messages 459
New Twitter Followers 1,934
New Facebook Fans 2,743
82,236 INTERACTIONS
BY 69,825 UNIQUE USERS
71,890,415 POTENTIAL REACH
across all Twitter accounts
FOLLOWER DEMOGRAPHICS
59%
MALE FOLLOWERS
41%
FEMALE FOLLOWERS
18-20
21-24
25-34
35-44
45-54
55-64
65+
TWITTER STATS
1,934
New Twitter Followers in this time period
4,800
Link Clicks
1,316
Mentions
1,461
Retweets
DAILY INTERACTIONS @MENTIONS 1,316 RETWEETS 1,461 OUTBOUND TWEET CONTENT
10 Plain Text
169 Links to Pages
61 Photo Links

18. €
75,
ex
BTW

19. 489 messages
136 negative
73 original
63 retweet
50% is copycat
5% of Dutch tweet often
10% of Dutch tweet sometimes
85% of Dutch doesn't tweet
REPRESENTATIVE

20. REFLECTION

21. NEWS NEEDS
OF THE AUDIENCE

22. It’s not just about being
digital-first, it’s about being
audience first
Renee Kaplan, Financial Times

24. This was then

25. This is now

26. What does the audience need?

28. Not people, but needs

29. Time and place determine

30. Selection is needed

32. Talk with friends, family and colleagues

33. Relevance

34. Trustworthiness

35. Habits and comfort

37. Serve by selection

40. Individual focus

41. Tailor made

42. Practical

43. Control and personal choice

44. Use, not possess

45. Short, factual information

47. Serve with service (ADAPAT)

50. Think for yourself: what’s true?

51. Critical towards classic institutions

52. Search and compare multiple sources

53. UGC is also a source

54. Co creation and wisdom of the crowd

55. Appreciation for / interest in the process

56. Transparancy

58. Serve by guiding

61. An involved experience

62. Storytelling

63. New forms for old ideas

64. Beautification

65. Interaction for involvement

66. Positive and constructive

67. Experience together

68. Looking for authenticity

70. Serve by telling stories

72. Individual needs and choices

73. Maike Olij

74. Maike Olij

75. PEOPLE COME FIRST!

76. (RE-)DEFINE YOUR
OBJECTIVES

80. What do you want to know?

81. Ask the right questions

82. Define the essence
of your being

83. Metrics should reflect what
a company cares about
Buzzfeed

86. Define what you NEED

87. Series that 80% of people
like are less valuable than
ones that 30% of people love
Netflix

88. A cross-platform, global network for
news and entertainment that
generates 6 billion views per month.
BuzzFeed creates and distributes
content for a global audience and
utilizes proprietary technology to
continuously test, learn and optimize

89. Wants to show the deeper structures
and developments behind news. Our
articles will help the audience obtain
new insights in how the world works. We
want to redefine the definition of news:
from that what obtains most attention
to that what brings most insights.

90. Is a different kind of place to read and
write on the internet. A place where the
measure of success isn’t views, but
viewpoints. Where the quality of the idea
matters, not the author’s qualifications.
A place where conversations pushes
ideas forward and words still matter.

91. EXERCISE

92. Define possible objectives
for a news organization or
news format - be as specific
as possible (KPI’s)

93. CASE STUDIES

94. Naja: DR

95. Nyt$højdepunkt$for$sociale$medier$
Kilde: TNS Gallup for DR
Medieforskning
Der er næsten status quo på
tværs af medier, men sociale,
medier, net og print ligger en
anelse over gennemsnittet
38 % af vælgerne har benyt-tet
sociale medier inden for det
seneste døgn, hvilket er det
hidtil højeste niveau
74
40
32
25
35
9
1
74
40
33
27
38
11
1
0
20
40
60
80
100
Tv Radio Net Print S ociale;
medier
Ingenting Husker;ikke
%
I;hvilke;af;følgende;medier;har;du;inden;for;det;seneste;døgn;set,;hørt;eller;
læst;om;folketingsvalget?
Gennemsnit S eneste;måling

96. Stabil$9lfredshed$med$drs$dækning$
Kilde: TNS Gallup for DR
Medieforskning
Tilfredsheden med DRs valg-
dækning har været stabil de
seneste målinger
6,9
6,6 6,6
6,4 6,5 6,4
6,2 6,3 6,4
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
Hvad3synes3du3generelt3om3DRs3dækning3af3folketingsvalget?

97. Drs$evne$9l$at$klæde$vælgerne$på$er$
stabil$
Kilde: TNS Gallup for DR
Medieforskning
4,7
4,5 4,6 4,6 4,6 4,6
4,4 4,5 4,5
5,8
4,9 5,1 5,3
4,8
5,3 5,4
4,6
5,2
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
I/hvor/høj/grad/er/DRs/dækning/af/folketingsvalget/med/til/at/klæde/dig/på/til/at/
træffe/en/beslutning/om,/hvad/du/vil/stemme?
Alle Uafklarede/vælgere

98. Fortsat$stabil$relevans$
Kilde: TNS Gallup for DR
Medieforskning
Den oplevede relevans af DRs
dækning har ligget lidt lavere i
den sidste del af valgkampen
Måling IX bekræfter denne
tendens med et gennemsnit på
5,5 i lighed med måling VII
6,0
5,8 5,9 5,8 5,8 5,6 5,5 5,6 5,5
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
I/hvor/høj/grad/oplever/du,/at/DRs/dækning/af/folketingsvalget/er/relevant/for/
dig?

99. Stabilt$styrkeforhold$mellem$dr$og$tv$2$
Kilde: TNS Gallup for DR
Medieforskning
Både DR og TV 2 er nu tilbage
på hhv. 4,8 og 5,0 præcis som
måling VII
Styrkeforholdet mellem DR og
TV 2 har været forholdsvis
stabilt valgkampen igennem
Demokratiets aften på DR1
tirsdag aften indgår ikke i
denne måling5,8
5,0 5,1 5,1 4,9
5,1
4,8 5,0 4,8
5,7
5,2
5,6 5,4 5,3 5,2 5,0 5,2
5,0
0
1
2
3
4
5
6
7
8
9
10
I II III IV V VI VII VIII IX X
I/hvor/høj/grad/oplever/du,/at/følgende/mediers/dækning/af/folketingsvalget/på/
tv/er/relevant/for/dig?
DR TV/2

100. DR MEDIEFORSKNING
SAMFUNDET KNÆKKER

101. DR MEDIEFORSKNING
FRAVÆLGER DR
Kilde: Epinion for DR Medieforskning
44%
29%
35% 34%
36%35%
48%
44% 43% 42%
0%
10%
20%
30%
40%
50%
Når du tænker på både nyhedsudsendelser, debatprogrammer, valgmagasiner
og andre programmer, hvilken tv-kanal havde da efter din mening den bedste
dækning af folketingsvalget?
DR TV 2-familien

102. DR MEDIEFORSKNING
DEN NYE UDFORDRING

103. DR MEDIEFORSKNING
27
25
34
43
29
28
36
44
29 28
35
40
21
18
28
36
0
10
20
30
40
50
Erhvervsudd. Kort udd. Mellem udd. Højere udd.
Share%
Seerprofil på magasinerne på DR1 i 2014
Horisont Madmagasinet Penge Bag Borgen
HØJ UDDANNELSE = HØJ SEERANDEL
Seerandelen stiger i takt med
uddannelsesniveauet for alle
fire magasiner
Bag Borgen har dårligere fat
blandt de lavt uddannede –
også ift. Horisont

104. DR MEDIEFORSKNING
36
24
27
22
40
28 27
22
37
26 27
23
30
20
23
16
0
10
20
30
40
50
MF MI TF TI
Share%
Seerprofil på magasinerne på DR1 i 2014
Horisont Madmagasinet Penge Bag Borgen
MAGASINERNE ER MEST FOR DE GRØNNE MF’ERE
Alle fire magasiner har den
højeste seerandel blandt de
grønne MF’ere

105. DR MEDIEFORSKNING
22 22 22
11 11
21
33
27
20
26
18
21
18
30
29
22 22 22
11 11
23
30 30
20
23
16
21
18
28
36
0
10
20
30
40
50
Share%
Seerprofil på Bag Borgen
2013 2014
ENDNU MERE FOR DE HØJT UDDANNEDE
Bag Borgen vokser meget
blandt de højt uddannede og
de grønne MF’ere

106. https://youtu.be/T38fKjbEF5U

107. https://youtu.be/t1E4SfSZh-k

108. Riikka: YLE

109. Käyttäjätutkimus - Case Yleisradio
Tjjj
When unique browsers met
real people - combining
quantitative & qualitative
audience insight in service
design
Riikka Lätti for EBU Masterclass on audiences, 21.3.2016

110. What we aimed for
We wanted to learn more from our user (and non-user)
segments:
How are our
audiences
consuming online
news?
How would the
ideal news service
look like for them?
Could we be able
to build it for
them?
How could we maintain an
even closer relationship with
our audiences in service
design – and make it as fuss-
free as possible?

111. Who were involved
+1
Front-end
developer, sports
Product owner,
sports
Product owner,
news
Analyst
Product owner,
news app
Head of Audience
Insight
Lead developer
Front-end developer,
news
AD, news
Service designer,
sports
AD, sports
Anthropologist
trainee

112. What we did in 2015
Flash interviews
News frontpage
user segments &
personas
Live testing
Collaborative design/test days

113. Flash interviews & iterative
development process
Flash interviews
Presenting the
results: comments
on a print-out of
the site
Making
necessary
changes to
the layout

114. Web analytics On-site survey
n=3861
Ethnography
Why are they using
our site the way they
are?
All online audiences 3 segments 5 user personas
Who are “they”?How do they actually
use our site?
Yle News frontpage users: the
research process

115. +++ Very important
++ Important
+ Somewhat important
- - - Not at all important
- - Not important
- Somewhat unimportant
No opinion
BUSY
ORDINARY
PEOPLE
NEWS
TRADITIO-
NALISTS
NEWS
JUNKIES
MOST READ NEWS + + + - -
MOST RECENT NEWS + + + + + +
LONG STORIES + + + + +
LIGHT STORIES + + - - + +
COMMENTS + + -
VISUALS + + + - + +
3 user segments were a finding from our
on-site survey

116. Lena (48), consultant/
family mum
Eetu (22),
student,
living alone
Seppo (59),
engineer
Jenni (35),
social worker,
on maternity leave
Joonas (29),
service manager,
athlete
5 user personas were created to represent
the user segments of the news frontpage
5 different usage patterns and user needs
5 different lifestages and user contexts

117. User personas
Life-size cardboard figures
àpersonas are physically present and
reminding who the news service is
designed for
Based on the findings from the
ethnography, each persona has a
lifestory that tells about his/her
news use preferences, media day
and relationship to Yle.

118. Collaborative design/test days
4 hour-long, intensive test days
with 2 people from the same
audience segment.
How would the news frontpage
look like if it was customized for
those very specific users?
Different projective tasks, live
sketching of the frontpage with
printouts, evaluation of different
layouts & fully customized news
frontpage layout for the user

119. Examples of frontpage layouts

120. Main ingredients for success
1. Make sure the whole
team is involved in the
process!
2. Combine quantitative &
qualitative know-how!
3. Make sure the results
translate into concrete
actions!
4. Always aim for lean
service development &
fast testing phase!

121. Thank you!
Riikka.Latti@yle.fi

122. Klara: NRK

125. THEDESIGNPROCESS
–IT’S ALLABOUT(USER)INSIGHT
User or audience needs?

126. INSIGHT =STATISTICS
No Connection...
INNOVATION COMES”FROMABOVE”
In Media Business:

127. INSIGHT
+
THE ABILITYTOOPERATIONALIZE
THE INSIGHT
=
INNOVATION

128. GOAL
INSIGHT CONCEPT
Strategic position
REALIZATION
Continuous improvement
Innovation
(Insight)

129. We need a better presentation of our
online videos...
Design Process to the resque:
Let’s start with some insight...
NRK TUBE?

130. GOAL
INSIGHT CONCEPT
Strategic position
REALIZATION
Continuous improvement
Innovation
(Insight)

131. STATISTICS
NEWSVIDEOSONLINE
2,5% of our onlinevideos get 50% of the total views
69% of the videos get so few views that they don’t
show up in the statistics,that is under 100-200
views
NRK.NO 2014

132. WHY?

133. QUALITATIVE ANALYSES
USER MODES CONTENT ANALYSES

134. OPEN MODE
Whole Day
Everywhere
Mobile
Desktop
Social Media
Online news
Don’t know which type of content I am
going to consume
Motivation: Update, I’m bored..,
addicted
OVERVIEW CONSUME

135. INTENTIONAL MODE
In the evening
At home
TV-TV
Streaming
Programs
Film
I know which type of content I want to consume
Motivation: Relax, be entertained
OVERVIEW CONSUME

136. OVERVIEW CONSUME OVERVIEW CONSUME
OPEN MODE INTENTIONAL MODE

137. OPEN
MODE
Don’t know which
type of content I am
going to consume
INTENTIONAL
MODE
I know which type of
content I want to
consume

138. ONLINE VIDEO ISASTORYTOLDFOR
OPENMODE

139. ONLINE VIDEO ≠TV
The storytelling is totally different!!

140. Øyeblikket
(Bomben)
Innsalg
(Lunten)
(Reprise/
Utdyping)
Reaksjon

142. WHATIF WE’DSKIPPEDTHEINSIGHT?

143. ?

144. LUNCH

145. THE ROLE OF RESEARCH

146. Meet real people

147. Better understanding
of the WHY behind data

148. Greater awareness of
your presumptions

149. We give knowledge about reach
and appreciation of the NOS
& we deliver insights to make
sure the NOS still exists in 5 or
10 years

150. Actions
What I need
& what I want
PSB

151. CULTURE

152. Good analytics is at least as
much about organization
and culture as it is about
tools and technology
Reuters

153. What one person can do

161. If journalists do not engage, the
development of data, metrics and
analytics will continue to be entirely
shaped by advertising, commercial
and technological priorities, with little
consideration of editorial priorities
Reuters

162. REPORTING

164. TO SUM UP….

165. Ask the right questions
Choose the right method
Tell your story

166. EXERCISE

167. Describe the most perfect
research department ever
(resources: unlimited)

168. DEVELOP THE FORMULA

170. There is not one best
way to do analytics, just
as there is no one ‘god
metric’ for journalism
Reuters

171. ∑≈
-#new subscriptions
-# members read >1
article/month
-# members stay > 1 year

172. ∑≈
-# new subscriptions
-# content views/month
-# hours spent/month
-engagement

173. ∑≈
-Level of engagement individual
stories:
-# pagevies
-time spent on an article
-actions after reading (share,
comment, link, read something else)

174. ∑≈
-Reach (specified per format &
audience demographic)
-Brand image (# off
spontaneous associations with
the brand NOS)
-Innovation (not specified)

175. EXERCISE

176. 1) Discuss the context of your case:
audience need, audience specifics,
format specifics & organizational
objectives
2) Define:
A. ONE main objective
B. Targets for success
C. Ways to measure success

177. KEY LESSONS

178. 1) It’s a mindset
2) Put audience first
3) puppymonkeybaby

179. THANK YOU!