One of the first projects that the WERA team worked on was to uncover characteristics among consumers in the changing media landscape. Together with Hanken and HSS media we performed a study on how young adults consume news today. Our qualitative research resulted in a dynamic model where several different customer roles and their characteristics were presented. In December 2017 we presented the findings to the CEO and Strategic manager of HSS media and came with suggestions of how HSS media could stay competitive and up to date in today’s changing media landscape.
Our professors Annika Ravald and Anu Norrgrann continued developing the research and in June 2018 we presented our findings on the Nordic Conference on Consumer Research. Our paper “Prosuming news in an unbounded media landscape – A study of young adult” got great feedback and was published in the journal “kulutustutkimus.nyt” in November 2018.