Media Audience Research

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This course will enable you to learn in detail what your readers, listeners or viewers like as well as their habits and interests. You will be guided on how modern technologies help journalists not only find new stories to tell but also bring relationship with their audiences to a new level. 

Course Contents

About
Outcomes
Course Experts
Pass rate
This course covers various topics around quantitative and qualitative research. It will guide you through some important issues about representative samples and give you useful tips for creating surveys. We will discuss different formats you can use for questionnaires and the importance of formulating your questions.
At the end of this course you will learn:

  • Practical skills to conduct your own audience research
  • Different research approaches and techniques
  • How to deal with marketing agencies

Anna Vissens - Guardian News & Media

Your course instructor is Anna Vissens, is the head of data science at Guardian News & Media. At the time of interview for the course she was an audience data analyst/data scientist with BBC News.  In 2007 Anna received an award for best BBC World Service producer in recognition of her success in building new audiences and developing effective social media strategies.

Charlotte Kilbane - Content strategist

Charlotte Kilbane is a content strategist with years of experience of building audiences across radio, TV and digital. At the time of interview she was the news editor of Eyewitness News in South Africa.

Andy Jones - Choreograph

Andy Jones is an expert in business analysis and insights and is the vice-president of Choreograph, WPP's data and technology company. At the time of interview he was  the insight manager at the BBC World Service

To successfully complete the course and get your certificate, you will need to achieve a 60% pass rate for the graded assessment.