Journalism.co.uk podcast Executing the user needs model 2.0 with Dmitry Shishkin
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Mar 2, 2023 Dmitry Shishkin, an independent digital consultant and former Digital Development Editor at the BBC, discusses his groundbreaking User Needs model 2.0. He highlights the necessity for newsrooms to evolve beyond mere updates, emphasizing audience motivations in crafting engaging content. Shishkin also explores the challenges of diverse user needs in digital journalism, the role of AI in newsrooms, and the importance of metrics for effective content strategy. His insights offer a roadmap for enhancing audience engagement and maintaining relevance in today’s media landscape.
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Dima's Wheel of News
- The User Needs Model, initially called "Dima's Wheel of News" at the BBC, reflects Dmitry Shishkin's role in promoting it.
- Despite not being a researcher, Shishkin championed the model globally.
Understanding User Needs
- The User Needs Model helps news organizations differentiate themselves by understanding audience needs.
- It categorizes why people consume news beyond simply staying updated.
Model Development
- The BBC World Service Audience Research Department developed the User Needs Model using qualitative and quantitative studies.
- Surprisingly, audiences grouped content by impact, not topic, leading to a focus on user needs.