“Our products are better when informed by the people who use them“
The Audiencers' Festival at The New York Times Building on March 15th brought together 150 digital publishing professionals to discuss everything from audience research to newsletters, engaging young audiences and maximizing on the value of registration.
To kick the day off, Gina Bulla, Executive Director Audience Research, and Mariah Craddick, Executive Director Product, shared how The Atlantic is using audience research to bring more value to readers and subscribers, with the example of their mobile app development.
What is audience research at The Atlantic?
A relatively new discipline at The Atlantic, audience research was launched in 2019 right before their digital subscription product. Audience research is part of 3 insights teams – advertising, data science and audience research. The role of the latter is to connect directly with subscribers, to bring their voice into the room when making decisions about product. For The Atlantic, it’s an incredibly important discipline as they believe products are better when informed by the people who use them.
