Hello!
I wanted to give you a short update on the audience research work and let
you know what's coming down the pipeline over the next few weeks. As
always, if you have any questions, concerns, hypotheticals, or just want to
bounce some ideas/questions/what-nots, please reach out directly or respond
to the listserv.
(And please let colleagues inside and outside of the Foundation about this
list so that they can sign up!) Sign up information is here.
<https://lists.wikimedia.org/mailman/listinfo/audience-research>
*Audience Frameworks: *We finished up our initial collaboration with the
research design firm Reboot, and published two framework diagrams: the
first is an ecosystem map <http:> showing relationships and actions
associated with various movement roles; the second shows audience groups
<https://commons.wikimedia.org/wiki/File:Draft_Audience-Stakeholder_Framework_version_one.pdf>
in
terms of their actions and size. You can see the metrics meeting deck about
this work here
<https://docs.google.com/presentation/d/11Q-4lRJpYgtKT0UOHzBtkob4Kn992zL1Id6IpBsRZx0/edit#slide=id.g161be9fe76_0_261>
(slide
15 --> and watch a recent presentation about it here
<https://www.youtube.com/watch?v=m5R5PgBk5b8>. *These presentations will be
up on-wiki shortly, if they're not already.*
Collectively we identified over 400 audience groups we serve or could be
serving in our work! *Caveat:* *The diagrams do not show all 400 groups.* It
is also likely that a group can fit into more than one place, or that a
person can be in more than one audience group. We view these as a framework
or guide that we may be able to use to think about any audience, even if
it's not explicitly mentioned.
*On-wiki: *All of the work about our process to date is on-wiki
<https://meta.wikimedia.org/wiki/Special:MyLanguage/Communications/Audience_research/Research_and_notes>.
Feel free to share it or use it or adapt it or use it for anything you're
working on.
*Prioritization Process: *We are now prioritizing the identified audiences
for further research, analysis, and experimentation/interventions. We're
working on a pilot project with the audience leads from the Product team to
develop a criteria we can use against their identified high-priority
audiences as well as the goals they have for their teams. This process will
be outlined on-wiki shortly, and is designed to be replicated. If you'd
like a preview, here is a slide deck that imagines the different ways we
could think about text editors
<https://docs.google.com/presentation/d/1vms_QH-ekUbOHRmguktFlQPckKrkX4ZwKe9plot-SpQ/edit#slide=id.g1af78e08ae_0_0>,
all of the ways we might be able to segment that audience to learn more
about them, what questions we may have about them, how we could learn more
about them, and what we might be able to learn through internal or external
data. This will be on wiki shortly.
*What's next: *Once we identify the prioritized list of audiences with the
product team, we will then determine the best ways to learn more about
these groups, and then validate and test those assumptions. This might be a
combination of research, generative research, and ideas about product,
partnership, programmatic, and communications projects — or a smattering of
some of the above.
*Other work to keep your eyeballs on: *The New York Times released a 2020
strategy report today, which outlines where the paper sees itself growing
over the next 5-10 years:
http://www.nytimes.com/projects/2020-report/
I see many of the bullet points they've written about the design/content as
potentially transferrable to our use cases. I also think this report is
really smart from a strategic perspective — and I like that they consider
how their structure may need to change to accommodate changes in the ways
people read and consume material. It feels like we're thinking about
similar questions and spaces.
- Mel
--
Melody Kramer
Read a random featured article from Wikipedia!
<https://en.wikipedia.org/wiki/Special:RandomInCategory/Featured_articles>
mkramer(a)wikimedia.org