feature: User needs tagger

Automatically tag articles by user need

Thanks to an integration between our system and Large Language Models, we are able to analyse extremely large numbers of articles. For each piece, we can identify and accurately tag the dominant user need. As a rule, we work with the four user needs drivers: fact, context, emotion and action, although there is scope to expand this to the eight user needs defined in the User Needs Model 2.0, which we developed together with editorial strategist Dmitry Shishkin (ex-BBC).

Why automatic tagging?

• You can examine which user needs have been most prominent on your website over, for example, the past six months.
• You can then assess whether this output aligns with what you believe your site should deliver.
• With a Baseline report, you can determine which user needs are most appreciated by your audience.
• And with automatic tagging, you can verify whether editors are applying the user needs approach as intended.

User needs playground

Paste the text from any article into the input box and you’ll get a user needs reading of what the balance of user needs drivers are for that particular article.

You’ll also get an explanation of why the system categorises the article the way it has.

We have discovered that when articles address a user need clearly with focus, engagement rates are higher. It’s rare to score a clean 100 (this Ernest Hemingway short story succeeds), but there’s no doubt that clarity of purpose packs much more of a punch than those which try to do all things, all at once.