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
My RJI JOURNALYTICS talk 9/26/13 on Analytics and Psychophysiology
Jun 29, 2015
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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
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