Mooding (Round 4)

United Kingdom Project type: large Johnston Press plc.


Mooding aims to harness a reader’s state of mind, profiling their affinity to different types and tones of content in order to personalise their experience and improve engagement.

The solution

Readers of news sites tend to be targeted by geography, demographics and behaviour. The project will focus on creating a deeper understanding of consumers, using psychographic profiling to harness users’ attitudes, moods, values and aspirations with a view to gaining greater insights into content preferences, purchasing decisions and brand relevance. This deeper understanding will subsequently allow optimisation of content plans, product development and commercial solutions.