The “Brains” Behind “Journalytics”

The value of tying the brain of the news audience to web analytics

University of Missouri Missouri School of Journalism

Paul Bolls

Understanding the News Audience

University of Missouri Missouri School of Journalism

Web analytics provide insight into online behaviors NOT The brains that produce

online behaviors

?

Example of Web Analytics

University of Missouri Missouri School of Journalism

Online Media insight based only on Web Analytics

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

Online Media insight based on Media Psychophysiology

University of Missouri Missouri School of Journalism

Media Psychophysiology+

Web Analytics=

User Experience Insight!

University of Missouri Missouri School of Journalism

Measuring online user experience in the

University of Missouri Missouri School of Journalism

What do we know about the brain “on” Online News?

• The brain is a MOTIVATED processor– Online news use is driven by biologically based

motivational systems (approach / avoid)

• The brain is a CONTEXTUAL processor– The design and content of online news shapes mental

processes and responses evoked by “getting there,” “being there,” and “leaving there”

• The brain is a LIMITED CAPACITY PROCESSOR– Online news is often NOT “brain friendly!”

University of Missouri Missouri School of Journalism

Where are we headed?

• Seeking partners for “Creative Science” combining Web Analytics with Media Psychophysiology!

University of Missouri Missouri School of Journalism