OBJECTIVE
With more and more researchers focusing on misinformation, cyberbullying, and other topical areas, Twitter wanted to equip academics with the means to achieve meaningful progress in these fields.
APPROACH
  • Using a combination of Jobs to be Done and journey mapping, we interviewed researchers and academics using Twitter's data to understand their motivations and chart out the steps, obstacles, and success criteria involved  
  • Keeping in mind contextual differences (e.g., behavioral, geographic, professional), we segmented this userbase and developed support tools and messaging campaigns that would specifically appeal to each target group ​
IMPACT
Following our work, Twitter released a suite of data products specifically designed for academics and researchers, including access to a wider range of endpoints, a higher cap on data available for processing, and other enhanced features.
JOBS TO BE DONE | DEFINE NEW PRODUCTS