Singapore Press Holdings and Live Well Collaborative discussed and finalized the project focus; the decline in sales of hard copy newspapers in Singapore. The project scope included generating insights on news readership and consumerism across the different demographics, as well as developing potential solutions that will be implemented in the near future and sustained over a short term of one to two years.
The project team comprised a team of multidisciplinary students from the Diploma Plus in Design Thinking program. The team was guided by user experience practitioners from Live Well Collaborative and Singapore Polytechnic.
For the purpose of research, target consumers were categorized by age i.e. 25 to 40 year-olds, 41 to 65 year-olds, and above 65 year-olds, as well as frequency and mode of news consumerism, that is via hard copy, via radio and television, and via digital platforms.
Research
Two studies were conducted; a quantitative study that was done through a survey, and a qualitative study that was done through interviews and fieldwork.
The survey utilized the convenience sampling method whereby the first available subject was approached, and all data obtained was used for preliminary research without additional requirements (Research Methodology, 2016). The results identified a percentage of newsreaders and non-readers, the popularity of various news platforms, as well as the common reading motivations and habits amongst residents of Singapore.
Interviews were carried out on two groups of people; consumers and makeshift stall vendors. An even number of individuals from the various consumer groups were interviewed face-to-face with the aim to understand their interests and lifestyle, as well as delve into their methods of news consumption and the rationale behind their behavior. Makeshift stall vendors were interviewed with the aim to garner insight into the culture of buying hard copy newspapers, as well as the popularity and sustainability of makeshift stalls.
Beyond interviewing stall vendors, full-day observations were conducted on makeshift stalls across Singapore. The procedure recorded foot traffic, consumer pathways, penetration rate, and the popularity of various publications, which include newspapers, magazines, and other related products. The environmental setting of the stall i.e. its location in respect to nearby amenities (if any) was taken into close consideration.
Data from the interviews and observations were consolidated and analyzed. There were three areas of focus for the study of consumers; how consumers obtain news, how consumers share news, and the reading habits that consumers adopt.
NDA
Due to the nature of the work, I am not allowed to publish the documents and insights behind the project but I am allowed to talk about them.
