Daily Mail/The Mail On Sunday

Online & Offline Development

From Sunday rituals to content development and intensive UX

There’s been quite a number of strands to our work for the Daily Mail and The Mail On Sunday. But they all inter-connect around the ambition to optimise the audience/user experience – to achieve a pitch perfect understanding of how differing needs, contexts and environments impact on media preferences.

Heading

We’ve used a range of methods (mobile, face to face, quantitative) in product development and refinement work on Daily Mail Online’s apps. We’ve helped fix smaller niggles – also address more fundamental questions around what the propositions stand for and ought to deliver. We ensure that the fit between brand, audience, content and interface is as snug as it can be.

Our offline work for The Mail On Sunday has seen us exploring Sunday rituals and the changing role that media plays on the supposed ‘day of rest’. This has channeled through to Crowd DNA conducting forensic level development work on the launch of new supplements and refinement of existing offerings from the brand.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.