Tuesday, April 5

Module 1: Getting to know your audience

10:00 a.m.-12:30 p.m.
(New York time)

About this module

We talk about our audience as a collective. But this whole is made up of many many individuals. Who are these people? What characteristics do they have in common? And how do we group them? In this session we’ll learn about how important it is to connect back to the individual and how to understand

Key themes for this module

  • Speaking directly to readers
  • Developing target audiences with cohorts and personas
  • Identifying behaviour patterns
  • Consumer motivation

Today's classes

10:00 a.m.-10:15 a.m. (New York time)

Welcome and introductions

Jodie Hopperton Join Product Initiative lead and the moderator, Jodie Hopperton, for an introduction that includes a brief overview of the master class.

Jodie Hopperton, Product Initiative Lead, INMA

10:15 a.m.-10:45 a.m. (New York time)

The HuffPost listening tour changed us, here’s why

Hillary Frey Originally a brand-building editorial exercise, the HuffPost listening tour took a bus to the streets of America to listen to readers firsthand. They found out what was on their minds, what was keeping them up at night, and how HuffPost could help. The two tours ended up having implications throughout the organisation, including the idea and launch of a brand-new product. In this session you will hear from the Hillary Frey, the HuffPost’s executive editor at the time, on why it is so important to speak directly to readers and how the trip changed her and the HuffPost.

Hillary Frey, Former Executive Editor, HuffPost, and Creator in Residence, CUNY, United States

10:45 a.m.-11:15 a.m. (New York time)

Setting, defining, and putting target groups to use

Julie Lundgren Julie will talk through the details of how they identified target groups for the NHST titles, a couple of case studies showing how these were put to use to develop products and features, and — all importantly — the learnings they had along the way.

Julie Lundgren, Chief Product and Strategy Officer, NHST Media Group, Norway

11:15 a.m.-11:45 a.m. (New York time)

Identifying and re-engaging light readers

Don Matheson Touching on how Yahoo defines cohorts, Don will then focus on how to identify under-engaged users and how to re-engage them using data. In this session, you will learn more about cohort analysis and how to mimic desired behaviours.

Don Matheson, Head of Audience Data Products, Yahoo, United States

11:45 a.m.-12:15 p.m. (New York time)

What motivates users?

Jessica Parker Gilbert Using typologies, Jessica and team looked at the habits, behaviours, and motivations for certain groups such as the “steadfast neighbour” and “civic hero.” By doing this, they could tailor product marketing to encourage user journeys that would deepen, engage, or encourage behaviours. Learn how they decide on typologies, how they got to understand what motivated users to make decisions, and how they acted upon it to make great products.

Jessica Parker Gilbert, Former Senior Director, Product and Experience, McClatchy, United States

12:15 p.m.-12:30 p.m. (New York time)

Takeaways of the day

Thursday, April 7

Module 2: What are the users (literally) telling us

10:00 a.m.-12:30 p.m.
(New York time)

About this module

Data can’t always tell us everything we want to know. It can show us what happens, but not always why. In this session, we look beyond hard data to get a look at qualitative methods of getting feedback on using behaviour.

Key themes for this module

  • Best practises for conducting workshops and interviews
  • The value of early customer feedback
  • Verifying qualitative feedback with quantitative data

10:00 a.m.-10:05 a.m. (New York time)

Welcome, what we have learnt so far, and introductions

10:05 a.m.-10:35 a.m. (New York time)

Taking complexity out of customer data

Riske Betten In this session Riske will take you through the ways in which they use customer feedback at Mediahuis in the Netherlands and why it is important to keep a common sense approach in mind when translating data into product ideas. She will also touch on about a new initiative that they are trialling to understand their customers and measuring customer satisfaction.

Riske Betten, Product Director, Mediahuis (Netherlands)

10:35 a.m.-11:05 a.m. (New York time)

The customer-created product: myFT

James Webb When the FT moved to a new web technology, it gave an opportunity to create a new offering that allowed users to create their own product by following topics relevant to them. James led this project, bringing together customer research and a number of ‘orphan’ features that could be best served within a new holistic structure. In this session, you will learn how myFT came about, when customers lead, how technology facilitates, and why onboarding is so important.

James Webb, Product Director, Financial Times, United Kingdom

11:05 a.m.-11:30 a.m. (New York time)

Knowing the many customers of Condé Nast

Gregg Bernstein User Research lead and author of 'Research Practice: Perspectives from UX researchers in a changing field’ will talk us through some best practices at Condé Nast and managing demand from multiple titles.

Gregg Bernstein, User Research Lead, Condé Nast, United States

11:30 a.m.-11:55 a.m. (New York time)

What if getting customer feedback IS the product?

Silke Mohnsame By using regular polls disseminated across multiple channels, including via social and other channels NWSE has n learnt a lot about their audience. This has enabled them to get to know their customers better, and open dialogue with non users which has generated leads for new subscribers. In addition to this they have turned the information gleaned from polls into a whole new product that has attracted advertising and drives engagement. In this Session Silke will run through what they have learned, and how they learned it.

Silke Mohnsame, Inhouse Consulting - CRM, Marketing & Research, NWZ, Germany

11:55 a.m.-12:25 p.m. (New York time)

What we learnt from two years studying readers’ and listeners’ needs of The Atlantic

Emily Goligoski This is a behind-the-scenes look at how The Atlantic conducts survey- and interview-based research with current, prospective, and former subscribers, as well as with people in the U.S. and in other countries who listen to Atlantic podcasts and narrated articles. The teams sought to answer: why do people seek out The Atlantic? And what do they get out of the time they spend with us?

Emily Goligoski, Executive Director, Audience Research, The Atlantic, United States

12:25 p.m.-12:30 p.m. (New York time)

Takeaways and conclusions

Tuesday, April 12

Module 3: Putting data to work

10:00 a.m.-12:30 p.m.
(New York time)

About this module

By arming ourselves with information to understand our customers and their pain points, we can adapt and build products that they love. In this session, we look at examples of how a variety of data points can be used not only to create new and exciting products but also to adapt our working practices.

Key themes for this module

  • Organising teams around the customer journey
  • Translating data into new products
  • Being customer-led vs. customer-informed

10:00 a.m.-10:10 a.m. (New York time)

Welcome, what we have learnt so far, and introductions

10:10 a.m.-10:40 a.m. (New York time)

How a simple survey on reader engagement led to a new product

Khalil A. Cassimally An audience survey run by The Conversation gave some surprising results. Taking this information and comparing it to audience behaviour online gave some concrete recommendations. This not only informed their climate editors of user needs during COP26 but also kickstarted a process to better package their climate/COP26 content and eventually culminated in the launch of an entirely new product.

Khalil A. Cassimally, Audience Project Manager, The Conversation, Australia

10:40 a.m.-11:10 a.m. (New York time)

Using customer data to create better subscription products

Ariane Bernard Greg Piechota Given that subscription revenue is crucial for success, and products are fairly mature, what can we learn from those that have created products that customers pay for? What are the critical success factors to understand consumers in order to engage and retain them? In this session INMA resident experts Grzegorz Piechota and Ariane Bernard join us to share best practices in the work they have been doing on customer insight to inform subscriptions and data respectively.

Greg Piechota, Readers First Initiative Lead, INMA, United Kingdom
Ariane Bernard, Smart Data Initiative Lead, INMA, United States

11:10 a.m.-11:40 a.m. (New York time)

What can data tell us post launch?

Brian Butts We have formed hypotheses based on customer needs. We’ve done the work and launched the product. How do we make sure we are pulling meaningful data reports that help us benchmark behaviours against expectations? Brian has developed such a process that helps fellow product managers check in with a product or feature post launch to see if customers are using it as expected. In this session he talks about how to set measurable targets, benchmark products and how to use this data to make tweaks post launch.

Brian Butts, Senior Director, Product Management, Gannett | USA Today Network, United States

11:40 a.m.-12:10 p.m. (New York time)

Organising around the customer

Nico Wilfer In this session, we look at different ways to understand the customer. FAZ has gone one step further and has been restructuring teams around the customer lifecycle. Making customer feedback central to the product organisation, Nico will talk through why they restructured, what the new structure looks like, and some of the choices he and the team made along the way.

Nico Wilfer, Chief Product Officer, Frankfurter Allgemeine Zeitung (FAZ), Germany

12:10 p.m.-12:30 p.m. (New York time)

Takeaways and Master Class Summary

Questions? Contact us

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