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Who Am I?
ABOUT
I am passionate about merging academia and industry, driving innovation, and empowering the next generation of media professionals through my teaching, research, and consultancy services.
As an Audience Research Specialist
With over a decade of experience at The Danish Broadcasting Corporation (DR) in the Audience Research Department, my role has been crucial in helping DR effectively engage with their strategic audiences. By studying and analyzing audience behavior, I have provided invaluable insights that shape content resonating with specific target groups. Throughout this journey, I have recognized the importance of adopting an audience-centered approach. I believe that genuine understanding of the audience’s needs and preferences is essential for effective communication.
As an Industrial PhD and Applied Research Expert
In tandem with my full-time position at DR, I pursued an industrial PhD program from 2013 to 2016, conducting research in collaboration with an industrial partner. The outcome was a comprehensive monograph, written in Danish, which offered DR guidance on implementing psychophysiological measures for testing TV content. This blend of industrial and academic experience has equipped me with a unique perspective, enabling me to conceptualize original and socially relevant research.
As an Educator
Leveraging my background in applied research, I bridge academia and industry in my teaching endeavors. I am proud to spearhead the BA journalism course, ‘Understand Your Audience,’ emphasizing audience engagement from both reception and production angles. Students draw on their internship experiences to provide innovative suggestions for enhancing media companies’ approaches to audience connection. Equipped with firsthand knowledge of media development and an extensive industry network, I ensure students receive up-to-date industry insights. Additionally, I teach ‘Serial Formats – A Maker Lab,’ a cross-faculty course where students collaborate across media science, technical faculty, and journalism, developing cutting-edge solutions for industry challenges.
As an Advocate of the Emotional Turn in Journalism
The emotional turn in journalism studies has captivated my attention, driving exploration into the affective and emotional dimensions of journalism production, text, and audience engagement. My research has delved into audiences’ emotional responses to news stories, and I have authored influential articles on measuring audience emotions and cognition in journalism consumption. Sharing my insights with the media industry, I deliver captivating keynotes on harnessing emotions to captivate audiences on streaming platforms. Additionally, I have developed ‘The Dragon,’ a narrative model offering guidance on formatting podcasts, audiobooks, and TV content for optimal streaming engagement. These keynotes have been transformed into impactful published articles and book chapters.
As a Researcher with a Focus on Methodological Excellence:
Employing qualitative methods and conducting lab experiments using electrodermal activity measures and eye tracking, my research delves deep into the audience experience. By uncovering valuable nuances, I contribute to the field of media and audience research. Through meticulous exploration of audience behavior, I strive to unravel the mysteries within their emotional and cognitive responses, shedding light on the intricate aspects of their engagement.
Did you know...
- I am chair of the Qualitative Methodological Network in Denmark, consisting of approximately 50 members from academia and industry
- I have given 50+ talks & workshops
- I have published 15+ articles
- On a more personal note - I live in Copenhagen with my husband and two children
My services
What I Do
With expertise in academic research, consultancy, and teaching, I excel in understanding audience behavior and crafting targeted content. Explore my services: