Program

Mastering qualitative audience insights with Ariel Zirulnick

A free virtual series from the Lenfest Audience Community

January 21, 2026

Understanding your audience is essential to creating content and editorial products that truly resonate. Audience and Product Strategist Ariel Zirulnick has spent years exploring how different newsrooms approach their audiences and has developed a structured, actionable approach to helping newsrooms collect qualitative audience insights that can strengthen their audience strategies. 

In this series, Ariel helps participants understand and serve their audience by teaching you how to conduct audience research, extract the most actionable insights, build organizational buy-in, and measure the impact of applying the insights.

Part 1: Designing actionable research

• Setting research goals, aligning stakeholders, and designing research

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Part 2: Extracting and communicating research insights

• Separating the signal from the noise when you’re done with the research

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Part 3: Building buy-in and understanding of audience insights

• Tips on getting all levels of your newsroom bought in on utilizing the research insights and building their understanding so they can apply them independently

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Part 4: Operationalizing and evaluating the impact of qualitative insights

• How to integrate insights into decision making and processes and evaluating the impact on story, product, and revenue performance. 

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