The Gazzetta Process in Action.

We're Gazzetta, a research lab working on media resilience in autocratic contexts and distorted information environments. Our unique expertise is building empathy when traditional research methods are limited, or impossible.

What is this resource?

This site contains reports on the Gazzetta-pioneered model of reaching audiences in restricted countries with journalism that meets their information needs. We use a research-based process of service journalism that adapts tried and true research to the constraints of our operating environment, and we invite you to test it in your own context.

Who is this site for?

Journalists, (exile) media practitioners, reporters, editors, academic researchers, NGO personnel, and others who want to create change through adapting approaches for remote access to populations in need.

We aspire for our approach and experiences to benefit others facing common challenges in the field of journalism right now, wondering the best way to meet the needs of underserved audiences, and desiring to create meaningful change, from afar if necessary. We welcome your questions, insights, and feedback on what we’re sharing.

You can reach us at hello@gazzetta.xyz.

The Gazzetta process, illustrated. If you can answer these six questions, you can navigate any information system. Research: What problems do people need solved before you create anything? Reporting: What unique information can you surface that algorithms can't? Product: What daily utility do you provide beyond just stories? Distribution: How do you research people pragmatically and build direct relationships you actually control? Trust: How do you prove credibility through actions, not claims? Habituation: What ritual or routine can you become part of?

Our Approach (and how can you use it)

Audience Research

In this phase, we explore how a media venture can serve a defined audience segment by understanding their digital consumption and risk patterns. We research the specific information needs, preferences, and behaviors of the target audience, as well as the challenges and opportunities they face in accessing and engaging with media content.

The audience research phase: When, why and how to start.

How conducting a research review can identify unmet information needs.

How to apply information needs models to understand your intended beneficiaries.

How to conduct clustering analysis to understand audience segments.

How to conduct remote research when you can’t access your intended audience.

Reporting

Gazzetta investigates how a media venture can effectively and securely gather information that meets the identified audience's functional information needs. We test and adapt various reporting techniques, tools, and protocols to ensure the safety and integrity of journalists and sources in challenging environments.

Product Ideation

We examine how a media venture can effectively and securely create an offering that resonates with the target audience. This involves developing and testing various content formats, platforms, and engagement strategies to determine what works best for the specific audience and context.

Distribution Despite Distortion

We explore how a media venture can effectively and securely distribute its offering to the target audience. We test and adapt various distribution channels, technologies, and partnerships to overcome censorship, surveillance, and other barriers to access.

Building Trust

We investigate how a media venture can signal its authenticity and invest in building trust with its audience. We test and adapt various trust-building strategies, such as transparency, accountability, and community engagement, to establish credibility and loyalty among the target audience.

Building Habituation

We examine how a media venture can incentivize repeat consumption and effectively re-access existing audiences. We test and adapt various engagement and retention strategies to encourage ongoing use and further sharing of the media offering.