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Advertorial Q | Agentur The impossible made possible: Case Study SWR NEWSZONE
Advertorial Q | Agentur für Forschung
The impossible made possible: Case Study SWR NEWSZONE
Those interested in a news offer for young people in app format might find what they are looking for in SWR NEWSZONE. During a design sprint lasting only five days, the entire basic framework for the NEWSZONE news app was developed in cooperation between broadcaster SWR and market research agency Q | Agentur. What was the result of the case study? And how can a case study like this succeed in such a short time?
The German broadcaster SWR launched NEWSZONE at the end of March. NEWSZONE is a news service for young people in app format. The SWR promise is: zero complexity, no advertising and as individual as life itself. The news app of the young SWR service DASDING focuses on easy access to news and strong individualisation. In this way, SWR wants to address 16- to 25-year-olds who often do not find themselves in the reality of their lives in classic public news offerings.
NEWSZONE is the result of "consumer centricity" in action and a great example of how a new format was developed in a short time from a clear vision, passion, courage, creativity, teamwork and expertise.
How it all began!
In March 2020, SWR formulated an ambitious goal: In the future, SWR wants to reach young people with news that SWR has not yet reached.
At that time, there was no news offer that reached people under 25 years well, especially none for people without university degree or A-levels.
And now, almost 2 years later, SWR has NEWSZONE, a service that...
- is based on a completely new definition of "news" - tailored to the information needs of young people,
- operates with a diverse and uniquely composed news team that represents the target group in the best possible way
- and provides easy access to reliable news for Generation Z with a customisable and interactive news app.
Teamwork make the dream work.
The basis was a 5-day design sprint with an interdisciplinary team from SWR and Q Agentur für Forschung. Due to the pandemic, the design sprint had to be carried out completely digitally at short notice, which was quite challenging for the SWR team and the moderators. The intensive and creative process, the enthusiasm of the whole team and the inclusion of internal stakeholder groups as power promoters ultimately led to a great result. In only 5 days, the basic idea of NEWSZONE and many details were implemented in the app.
Stefan Köhler from DASDING says: "For this mission, we brought together the best experts we have at SWR and beyond: News professionals, target group specialists, developers and scrum masters, social media specialists, media and market researchers, brand and design professionals, graphic designers, UX/UI professionals, marketing and communication professionals, SEO experts, innovation managers, project managers and, and, and.... With our core team as the steering unit, we have ensured that all these professionals can contribute with their skills, that their expertise and their ideas come to fruition, that their know-how meshes with the know-how of the others, that they appreciate each other's strengths and complement each other in the best possible way."
Appointment announcement: Get into the NEWSZONE!
The DASDING (the SWR media brand for young target groups) claim is: Live. Loud. Cool. And that's exactly what you can expect on May 12 at 3 pm. Stefan Köhler (DASDING Online Head, Strategic Direction NEWSZONE), Lena Rothe (Senior Insights Manager at Q ) and Kerstin Klär (Founder and Managing Director of Q) will be on the mic to make some insights noise. Join us on the way from the initial situation, through conception, to the development of initial ideas, to the finished product. You will also learn what skills are needed to master such a challenge in a promising way.
Please note:
Q | Agentur will be presenting a second session at Week of Market Research, May 17, at 13:00h CET. The topic is trend research and the presentation will be held in German:
"Travel the Trend World – Trendforschung zwischen (N)Ethnografie und Künstlicher Intelligenz" – sign up here
Advertorial in German on marktforschung.de - here
