Journalism.co.uk podcast
Executing the user needs model 2.0 with Dmitry Shishkin
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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Quick takeaways
- The User Needs Model 2.0 refines audience engagement strategies by categorizing motivations into four axes: know, understand, feel, and do.
- Successful implementation of the model requires clear departmental strategies and a balance between journalistic integrity and data-driven approaches.
Deep dives
Introduction of the User Needs Model
The User Needs Model, introduced by the BBC in 2018, identifies key reasons why audiences engage with news. Created by Dimitri Shishkin, the model categorizes these reasons to improve newsroom strategies through a better understanding of user desires. It emphasizes the importance of recognizing the diverse motivations behind news consumption, such as the need for information, education, inspiration, or emotional connection. The model has been adopted and adapted by various newsrooms, including Vox and The Atlantic, showcasing its influence across the media industry.
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