EBU masterclass beyond data

DATA ANALYTICS NEED AUDIENCE RESEARCH

#ebubigdata

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

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

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

COMPLEXITY OF NUMBERS

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 popularityJames G. Webster

Feb 8 Feb 15 Feb 220

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

18-2021-2425-3435-4445-5455-6465+

TWITTER STATS

1,934New Twitter Followers in this time period

4,800Link Clicks

1,316Mentions

1,461Retweets

DAILY INTERACTIONS @MENTIONS 1,316 RETWEETS 1,461 OUTBOUND TWEET CONTENT

10 Plain Text

169 Links to Pages

61 Photo Links

€ 75, ex BTW

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

REFLECTION

NEWS NEEDS OF THE AUDIENCE

It’s not just about being digital-first, it’s about being

audience firstRenee Kaplan, Financial Times

This was then

This is now

What does the audience need?

Not people, but needs

Time and place determine

Selection is needed

Talk with friends, family and colleagues

Relevance

Trustworthiness

Habits and comfort

Serve by selection

Individual focus

Tailor made

Practical

Control and personal choice

Use, not possess

Short, factual information

Serve with service (ADAPAT)

Think for yourself: what’s true?

Critical towards classic institutions

Search and compare multiple sources

UGC is also a source

Co creation and wisdom of the crowd

Appreciation for / interest in the process

Transparancy

Serve by guiding

An involved experience

Storytelling

New forms for old ideas

Beautification

Interaction for involvement

Positive and constructive

Experience together

Looking for authenticity

Serve by telling stories

Individual needs and choices

Maike Olij

PEOPLE COME FIRST!

(RE-)DEFINE YOUR OBJECTIVES

What do you want to know?

Ask the right questions

Define the essence of your being

Metrics should reflect what a company cares about

Buzzfeed

Define what you NEED

Series that 80% of people like are less valuable than

ones that 30% of people loveNetflix

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

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.

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.

EXERCISE

Define possible objectives for a news organization or

news format - be as specific as possible (KPI’s)

CASE STUDIES

Naja: DR

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

3225

35

9

1

74

4033

27

38

11

10

20

40

60

80

100

Tv Radio Net Print S ociale;medier

Ingent ing Husker;ikke

%

I;hvilke;af ;følgende;medier ;har ;du;inden;for ;det ;s enes t e;døgn;s et ,;hør t ;eller ;læs t ;om;folket ings valget ?

Gennemsnit S enes t e;måling

Stabil$9lfredshed$med$drs$dækning$


Tilfredsheden med DRs valg-dækning har været stabil de seneste målinger

6,96,6 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

Hvad3s ynes 3du3generelt 3om3DRs 3dækning3af 3folket ingsvalget ?

Drs$evne$9l$at$klæde$vælgerne$på$er$stabil$


4,7 4,5 4,6 4,6 4,6 4,6 4,4 4,5 4,5

5,8

4,9 5,1 5,34,8

5,3 5,4

4,65,2

0

1

2

3

4

5

6

7

8

9

10


I/hvor /høj/grad/er /DRs /dækning/af /folket ingsvalget /med/t il/at /klæde/dig /på/t il/at /t ræf fe/en/bes lut ning/om,/hvad/du/vil/s t emme?

Alle Uafklarede/vælgere

Fortsat$stabil$relevans$


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

6,05,8 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/hvor /høj/grad/oplever /du,/at /DRs /dækning/af /folket ingsvalget /er /r elevant /for /dig?

Stabilt$styrkeforhold$mellem$dr$og$tv$2$


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 måling 5,8

5,0 5,1 5,1 4,9 5,14,8 5,0 4,8

5,75,2

5,6 5,4 5,3 5,2 5,0 5,2 5,0

0

1

2

3

4

5

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9

10


I/hvor /høj/grad/oplever /du,/at /følgende/medier s /dækning/af /folket ingsvalget /på/t v/er /r elevant / for /dig?

DR TV/2

DR MEDIEFORSKNING

SAMFUNDET KNÆKKER

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

DR MEDIEFORSKNING

DEN NYE UDFORDRING

DR MEDIEFORSKNING

2725

34

43

2928

36

44

29 28

35

40

2118

28

36

0

10

20

30

40

50

Erhvervsudd. Kort udd. Mellem udd. Højere udd.

Sha

re %

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

DR MEDIEFORSKNING

36

24

27

22

40

28 27

22

37

26 27

23

30

2023

16

0

10

20

30

40

50

MF MI TF TI

Sha

re %

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

DR MEDIEFORSKNING

22 22 22

11 11

21

33

27

20

26

18

21

18

3029

22 22 22

11 11

23

30 30

20

23

16

21

18

28

36

0

10

20

30

40

50

Sha

re %

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

https://youtu.be/T38fKjbEF5U

https://youtu.be/T38fKjbEF5U

https://youtu.be/t1E4SfSZh-k

Riikka: YLE

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

What we aimed forWe 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?

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, sportsAnthropologist trainee

What we did in 2015

Flash interviews

News frontpage user segments &

personas

Live testing

Collaborative design/test days

Flash interviews & iterative development process

Flash interviews

Presenting the results: comments on a print-out of the site

Making necessary changes to the layout

Web analytics On-site surveyn=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

+++ 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

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 needs5 different lifestages and user contexts

User personas

Life-size cardboard figures àpersonas 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.

Collaborative design/test days4 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

Examples of frontpage layouts

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!

Thank [email protected]

Klara: NRK

THE DESIGN PROCESS – IT’S ALL ABOUT (USER) INSIGHT

User or audience needs?

INSIGHT = STATISTICS

No Connection...

INNOVATION COMES ”FROM ABOVE”

In Media Business:

INSIGHT+

THE ABILITY TO OPERATIONALIZE THE INSIGHT

=INNOVATION

GOAL

INSIGHT CONCEPT

Strategic position

REALIZATION

Continuous improvement

Innovation

(Insight)

We need a better presentation of our

online videos...

Design Process to the resque:

Let’s start with some insight...

NRK TUBE?

GOAL

INSIGHT CONCEPT

Strategic position

REALIZATION

Continuous improvement

Innovation

(Insight)

STATISTICS

NEWS VIDEOS ONLINE

2,5% of our online videos 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

QUALITATIVE ANALYSES

USER MODES CONTENT ANALYSES

OPEN MODE

Whole DayEverywhere

MobileDesktop

Social MediaOnline news

Don’t know which type of content I am going to consume

Motivation: Update, I’m bored.., addicted

OVERVIEW CONSUME

INTENTIONAL MODE

In the evening

At home

TV-TVStreaming

ProgramsFilm

I know which type of content I want to consume

Motivation: Relax, be entertained

OVERVIEW CONSUME

OVERVIEW CONSUME OVERVIEW CONSUME

OPEN MODE INTENTIONAL MODE

OPENMODE

Don’t know whichtype of content I am going to consume

INTENTIONAL MODE

I know which type ofcontent I want to

consume

ONLINE VIDEO IS A STORY TOLD FOR

OPEN MODE

ONLINE VIDEO ≠ TV

The storytelling is totally different!!

Øyeblikket (Bomben)

Innsalg (Lunten)

(Reprise/Utdyping)

Reaksjon

WHAT IF WE’D SKIPPED THE INSIGHT?

THE ROLE OF RESEARCH

Meet real people

Better understanding of the WHY behind data

Greater awareness of your presumptions

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

Actions

What I need & what I want

PSB

CULTURE

Good analytics is at least as much about organization and culture as it is about

tools and technologyReuters

What one person can do

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

REPORTING

TO SUM UP….

Ask the right questions Choose the right method

Tell your story

EXERCISE

Describe the most perfect research department ever

(resources: unlimited)

DEVELOP THE FORMULA

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

Reuters

∑≈-#new subscriptions -# members read >1

article/month -# members stay > 1 year

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

∑≈-Level of engagement individual

stories: -# pagevies -time spent on an article -actions after reading (share,

comment, link, read something else)

∑≈-Reach (specified per format &

audience demographic) -Brand image (# off

spontaneous associations with the brand NOS)

-Innovation (not specified)

EXERCISE

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

KEY LESSONS

1) It’s a mindset 2) Put audience first

3) puppymonkeybaby

THANK YOU!

EBU masterclass beyond data

Data & Analytics

Transcript of EBU masterclass beyond data