Truly Madly Deeply

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Post on 08-May-2015

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An in-depth study with MTM into the relationship between consumers and the different providers of news content.

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<ul><li>1.Truly Madly Deeply Mapping needs, meaning and content in newsbrands </li></ul> <p>2. What we did 2 week newsbrand diary and deprivation task 6 x 8 person x 2 hour workshops London, Birmingham &amp; Leeds Online survey 1000 respondents representative of national news readership Depth interviews 12 respondents from workshops in home 3. TV news Social media Radio news Other news websites providers Newsbrands News sources Aggregators 4. You need the news so youre on the ball and can be quizzed in your field Being in the know 5. I use it for banter at work we all read the same football columns Being in the know Fuelling conversation 6. It helps me unwind at the end of a long day Being in the know Fuelling conversation Relaxing/ me-time 7. I like feel-good stories, people overcoming their backgrounds and succeeding its inspiring Feeling uplifted Being in the know Fuelling conversation Relaxing/ me-time 8. Its always been part of my daily routine, I just like to keep up to date Feeling uplifted Ritual &amp; routine Being in the know Fuelling conversation Relaxing/ me-time 9. Im always flicking through the apps when its quiet Passing the time Feeling uplifted Ritual &amp; routine Being in the know Fuelling conversation Relaxing/ me-time 10. TV Newsbrands RadioSocial media Aggregators Other news websites 91% 71% 58% 47% 36% 24% 65% 71% 58% 47% 19% 24% All brands Commercial brandsPopularity 11. THE NEWS 12. IDENTIFICATION SPEAKS TO ME TRUST IN THE CONTENT 13. https://www.youtube.com/watch?v=ZNXNgG4NGW8 14. Being in the know 64% 52% 15% 18% 30% 33% Fuelling conversation 69% 34% 19% 27% 22% 37% Relaxing/me-time 54% 25% 19% 23% 16% 34% Feeling uplifted 55% 23% 10% 27% 18% 34% Ritual &amp; routine 72% 35% 16% 18% 25% 31% Passing the time 64% 24% 22% 35% 23% 39% Meeting the need states 15. Fuelling conversation 1st Relaxing/me-time 1st Feeling uplifted 1st Ritual &amp; routine 1st Passing the time 1st Being in the know 1st Meeting the need states 16. film_need states https://www.youtube.com/watch?v=Le_2ZYklX8c 17. 0% 10% 20% 30% 40% 50% 60% 70% 80% Newsbrands TV Radio Other news websites Aggregators Social media The biggest stories/ headlines A short overview An in-depth analysisJournalists/ columnists/presenters Opinions on the stories of the day News fast and slow SlowFast Newsbrands TV Radio Other news websites Aggregators Social media 18. https://www.youtube.com/watch?v=5KMUFSp7piM 19. https://www.youtube.com/watch?v=2ombLxCTCsM 20. 61% 52% 46% 71% 70% 62% 58% 55% 43% Trustworthy Relevant to me Makes me feel involved Print only Print and online Online only Multi-platform strength 21. Faster Non-readers Recognise ad from newsbrand Stronger deeper associations Relevant to me 0% 10% 20% 30% 40% 50% 60% 70% 80% 22. Faster 0% 10% 20% 30% 40% 50% 60% 70% 80% Non-readers Recognise ad from newsbrand Stronger deeper associations Non-readers Recognise ad from newsbrand Makes me want to find out more 23. 0% 20% 40% 60% 80% Recognise ad from newsbrand Non-readers 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% Faster Faster Faster IntelligentTrustworthyFun 24. Shared emotional values Trustworthy Fun Intelligent Relevant to me 61% 57% 52% 42% +19% +10% +18% +10% Agree with advertiser brand values Improvement among readers who feel the same value applies to their newsbrand 25. https://www.youtube.com/watch?v=g5zQUZXgDjc 26. Newsbrands appear to fulfil all of these need states best. This creates a strong emotional relationship between newsbrands and their users News content is important to people and addresses many need states The relationship is becoming more entrenched due to new digital platforms All of this is creating a powerful emotional context for advertisers brand rub 27. Truly Madly Deeply Mapping needs, meaning and content in newsbrands </p>

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