News Corp
ONLINE MEDIA
News UK is one of Britain’s largest media companies and part of News Corp. Its portfolio of news, sport, and entertainment brands reaches millions of readers and listeners across print, digital, and audio.
The Challenge
News UK’s UX team needed to reach specific, often hard-to-reach reader segments, and its previous research supplier kept falling short. Recruitment was slow, panels were too shallow for niche audiences, and running qualitative studies alongside quantitative surveys meant juggling multiple tools and vendors. The team needed one platform that could deliver quality participants at the speed and scale its research roadmap demanded.
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The Solution
In 2024, News UK moved its research program to PlaybookUX. The platform now supports the team across four areas:
Reach: PlaybookUX’s panel fills the audience gaps the previous supplier couldn’t, giving the team access to hard-to-reach readers.
Depth: Qualitative testing helps the team understand the why behind reader behavior.
Scale: Interviews & surveys let the team validate findings across larger audiences.
Speed: AI-powered analysis cuts the manual work of synthesizing sessions and surveys, so insights reach decision makers faster.
With everything in one tool, the team no longer manages multiple vendors to run a single research program.
The Outcome
PlaybookUX gave News UK access to participants who were previously out of reach and brought qualitative and quantitative research into a single workflow. Today, more than 375 researchers, designers, and product managers across News UK use PlaybookUX every week, and the platform scales with that activity without slowing teams down.
What’s stood out for us with PlaybookUX is the quality of the panel. It’s given us access to hard-to-reach users we couldn’t easily find elsewhere. Combined with the AI capabilities and having everything in a single research tool, it’s made our UX research faster and more efficient. The quality of support has exceeded our expectations too.