Category 5 of 8 · 14 terms
Research and evidence
Audits, inventories, card sorts. Finding out what is true instead of guessing confidently.
All 14 terms in this category
- A/B testingA way to compare two or more live variants with users, useful when the question is specific and the measure actually matters.
- Audience segmentationDividing an audience into useful groups so content can meet different needs, behaviours or contexts.
- Card sortingA research method where people group and label items to reveal how they think about them.
- Competitor analysisA review of similar organisations and useful comparators to understand the field, find gaps and identify practices to emulate.
- Content ecosystem mapA picture of where content lives and how it travels between those places.
- Content health checkA recurring, criteria-based assessment of how well content serves its purpose and what needs attention.
- Content inventoryA structured list of the content you have and the basic facts about each item.
- Design thinkingA problem-solving approach that uses empathy, exploration, prototyping and testing to create better services, products or content.
- Gap analysisA comparison between what exists now and what should exist, so the missing parts can be found.
- KPIsKey performance indicators: the measures used to judge whether content is achieving what it needs to achieve.
- PersonaA research-based representation of a group of people with shared goals, behaviour or needs.
- Stakeholder mappingIdentifying the people and groups who affect, approve, use or care about a piece of content work.
- User needsWhat people need to know, do or understand, established through evidence and used to decide what content should exist.
- User testingWatching or listening to real users try to use content or a service, so the team can learn what works and what fails.