Extending the international reach of BBC News Online
BBC News wanted to ensure that
its powerful television and news brand would continue to thrive with audiences
online around the world.
A bespoke methodology
Building on a comprehensive
UK-wide study, we employed a bespoke research methodology to understand the
full context of news consumption amongst audiences worldwide – in particular
what excites and engages them.
From studies in the Middle
East, the US and Europe we observed and recorded the habits, needs and
motivations of audiences from diverse backgrounds and cultures.
Clarity from detail
We gathered a huge volume of research
data, covering broad behavioural insights as well as specific findings on people’s
natural usage of the existing site, observed using our unique Learning Lab
approach. To communicate this quantity of results in a clear, meaningful way we
used video to tell real stories and illustrate difficult concepts to a large,
multi-disciplinary team at BBC News.
The research has fed into the
global audience strategy for BBC News and BBC Worldwide, informing visual
design, navigation and content.