Insights, tools and research to advance journalism

Tran Ha

Tran uses human-centered design to help media organizations solve complex business challenges. She was the founding managing director of media innovations/experiments at Stanford's Hasso Plattner Institute of Design and a 2013-14 John S. Knight Fellow. Tran also teaches at Northwestern University’s Farley Center for Entrepreneurship and Innovation. She has a degree in journalism from the University of Minnesota and an MBA from the University of Notre Dame.

Methodology: HCD research

Ethnographic research, or the study of people in their culture, is the core part of human-centered design. Unlike market research or focus grouping, which use relatively targeted questions to gather opinions about a particular issue, this research (also referred to as human-centered or design research) seeks to learn deeply about our subjects and why they […]

The 3 types of news subscribers: Why they pay and how to convert them

Introduction Who pays for news? Why do they pay? Who does not pay for news and why not? Earlier this year, we conducted a nationally representative survey to answer these fundamental questions facing the news industry. In the second phase of the Media Insight Project, a collaboration of the American Press Institute and The Associated […]

News subscriber archetypes

When it comes to paying for news and information, our research found that subscribers tend to fit one of three archetypes, each with different habits, attitudes and motivations toward subscriptions. Note that these archetypes are based on behavior, attitudes and beliefs, not demographics. That means an individual person’s category will not change over time just […]

Other insights

In addition to the archetypes, we identified six other notable insights related to how people think about news subscriptions. These findings are themes that emerged across the archetypes. They indicate areas of opportunity and useful problems to solve, and they can help to inform product development and content, distribution, marketing and revenue strategies for publishers. […]

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