How Bloomberg is examining reader attitudes toward the news
Caroline Scott of journalism.co.uk writes about how Bloomberg is conducting research on its readers.
Scott writes, “Bloomberg’s UX research lab has a one-sided mirror where BHIVE can conduct an interview on one side, with the other side occupied with staff from editorial, advertising and design teams who are able to listen in about how a user likes or dislikes certain products.
“Their research has enabled them to develop a set of news user profiles, which give specific attributes to different consumers, helping them to focus their research questions around the needs of Bloomberg Media’s audience.
“In these profiles, a user is generally classified as either a ‘News Chaser’, someone who wants to be the first to know breaking news, a ‘News Connector’, who wants to share stories to connect with others, or an ‘Opinion Seeker’, who want to get perspectives that allow them to understand what is happening in the world.
“‘There’s definitely overlap, and of course they are not mutually exclusive, but many of our users have a lens through which they primarily view the news,’ Nigam said.”
Read more here.