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Te Māngai Pāho

Audience research

A qualitative and quantitative approach.

Te Māngai Pāho (TMP) promotes Māori language and culture through the provision of funding for Māori initiatives in music, radio, television and online media. Intending to evolve and improve their website, they approached us to evaluate the website’s current performance and to identify the needs of its primary audiences.

Setting out

First, we needed to find out what people knew about them, what role the website played and what TMP’s organisational goals were. We established this baseline understanding by running an internal workshop, auditing the website analytics and through a series of interviews with TMP’s audience.

Storyboard

Asking the hard questions

The first step in our user insight research was to help Te Māngai Pāho to understand their goals for the website. The goals highlighted in this workshop included being able to clearly explain their mission, to show what they do and don’t fund and how content creators can apply for funding.

The next step was a comprehensive audit of their website traffic to find out where Te Māngai Pāho’s users come from, what content they look for and how they navigate the site. We formed a hypothesis that the most popular content on the website was information about applying for funding and, secondarily, learning more about Te Māngai Pāho as an organisation. Visitors wanted to find detailed information and cut-off dates for funding rounds which are currently not surfaced at the right moments in the customer journey.

Post it notes with key findings

Lastly, to test our assumptions based on the analytics audit, we tested our hypotheses with Te Māngai Pāho’s audience in a series of interviews. As part of the interview, we used a paper prototyping exercise in which participants were asked to rearrange the information that was the most useful to them. We found out that the application process for funding was great (it’s a sub-site) and people valued the bilingual content, while the material on funding was hard to find and the call-to-actions on the site were sometimes unclear. People wanted case studies, valuable resources and to learn Te Māngai Pāho’s story.

What next?

Te Māngai Pāho can now clearly articulate the gap between what they want and what their users need from them. Taking the time to do both quantitative and qualitative analysis has set Te Māngai Pāho up to focus their attention on the right areas to improve their offering.