Join a new programme by smartocto, Dmitry Shishkin and FT Strategies. Over the course of six months or a year, this programme will help news publishers strengthen their audience-centric storytelling through data and AI.
User Needs Labs 4.0: your intro to audiencecentricity
During the User Needs Labs project, it felt like a big relief to see that other media are experiencing the same problems. And that we can help each other move forward when we use the same editorial language.
Johanna Käkönen digital producer @ Turun Sanomat
The user needs labs has 5 different components
1. baseline report
What happens
We analyse at least 5,000 recently published articles through the User Needs lens. We assess how your content performs, what resonates with your audience and where opportunities lie. We connect these insights to your brand proposition, business goals and success metrics.
Impact on your newsroom
A clear, data-informed picture of your current performance and priorities.
Your effort
Up to 1 hour to provide the data and approximately 2 hours to complete the questionnaire.
Result
A tailored baseline report with actionable opportunities.
2. strategic consult
What happens
We translate the findings into strategic recommendations and practical “growth hacks”: focused projects designed to improve your content output.
Impact on your newsroom
Shared priorities and a realistic plan for improvement.
Your effort
One online session of approximately 2 hours, plus time to assign and finalise the agreed actions.
Result
A newsroom action plan based on evidence, not assumptions.
3. online masterclasses
What happens
Six interactive sessions cover the User Needs model, workflow integration, editorial analytics and business models. Four sessions are led by smartocto and Dmitry Shishkin; two sessions on advertising, paywalls, subscriptions and hybrid models are led by FT Strategies. Sessions include practical assignments, handouts, recordings and recommended reading.
Impact on your newsroom
A common language and shared skills across your newsroom, audience and commercial teams.
Your effort
Six two-hour masterclasses, plus approximately 1 hour per week for assignments.
Result
Teams that can apply audience-centric thinking in their daily work.
4. one-on-one sessions
What happens
Receive individual guidance from Dmitry Shishkin and FT Strategies on your specific editorial, cultural and business challenges. Topics include workflow integration, internal ambassadors, cultural change and business-model optimisation.
Impact on your newsroom
Personalised support to overcome barriers and turn strategy into practice.
Your effort
One 45-minute session with FT Strategies and up to two sessions with Dmitry Shishkin.
Result
Practical solutions tailored to your organisation.
5. technology
What happens
Use smartocto’s historical and real-time analytics, including headline testing, dashboards, notifications, reporting and AI-supported User Needs tagging and story suggestions. Everything is connected to your North Star.
Impact on your newsroom
Continuous feedback that helps teams make better editorial decisions in real time.
Your effort
Approximately one day for implementation, two or three one-hour training sessions and monthly check-ins. Daily usage depends on your team.
Result
A measurable editorial strategy embedded in your newsroom workflow.
A supported transformation
You will have a dedicated smartocto account manager throughout the Labs. They will help implement the technology, configure dashboards and reports, optimise notifications and support your team in using the available features.
Check-ins take place monthly and last approximately 30 minutes. During the initial phase, sessions may take place every two weeks.
The Labs are also a chance to learn alongside other media organisations. Participants share experiences, challenges and solutions, creating a valuable peer-learning environment.
rutger verhoeven founder & CRO
Six or twelve months
Choose the programme duration that best fits your ambitions:
- Six-month User Needs Labs: starting at €10,000.
- Twelve-month User Needs Labs: starting at €15,000.
The exact investment depends on your monthly pageviews, the number of brands you want to connect and the complexity of your data setup.
Discounts may apply when:
- You connect multiple brands.
- You continue using smartocto after the Labs.
- You are already a smartocto customer.
- You commit to a longer-term or broader technology partnership.
the one year programme
the six months programme
"The experiments we conducted during User Needs Labs contributed to better journalism. The discussions in the editorial team became sharper. We managed to find more balance in the various needs that exist among our audience."
Peter Knol data analyst @ Nederlands Dagblad
previous labs participants
Who can join?
- Publishers and newsrooms
- Broadcasters and media companies
- Content teams with a multi platform strategy
- Organisations committed to user needs and actionable data
Typical participants include:
Editor in Chief, Audience Engagement Manager, Social Media Manager, Data Analyst, Editorial Staff, Product Owner, Digital or Innovation Manager.
Interested?
Contact request@smartocto.com to discuss your participation.
Fill in the form below.