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Multimedia advice

Multimedia investment checklist

I have been reading oodles of research papers lately in preparation for my master’s project. One article in particular by Laura Ruel and Nora Paul caught my attention because it included a checklist at the end to determine whether or not it is worth investing in multimedia for a particular story. Included below is the checklist they created, as well as some of their findings from their 2007 DiSEL (Digital Story Effects Lab) study.

I encourage you to read the full article, “Multimedia storytelling: when is it worth it?” at Online Journalism Review.

“Should we present this story as an interactive?

Before undertaking any large story project be sure to ask:

  • Who is the target audience for this story?
  • What do we hope to accomplish in telling this story to them?

Then use this decision-tool to see which approach to storytelling is best supported by the research in these studies:

  1. Does the story concern elaborate or unfamiliar processes / procedures?
    • Yes – 1 point
    • No – no points
  2. Is the level of interest in the topic high enough that people would be willing to figure out story navigation?
    • Yes – 1 point
    • No – no points
  3. Does the story have value beyond the first few weeks? Is it likely to be a topic in the news again?
    • Yes – 1 point
    • No – no points
  4. Is entertaining the audience more important than simply informing?
    • Yes – 1 point
    • No – no points
  5. Is it important that the audience be able to recall specific facts from the story?
    • Yes – no points
    • No – 1 point
  6. If the story is told in separate components, is it essential that all the components be viewed by the audience?
    • Yes – no points
    • No – 1 point
  7. Do you hope the audience recalls where they saw the information?
    • Yes – 1 point
    • No – no points

If you get five or more points, then you should strongly consider an interactive story approach.

Findings behind the questions …

Interactive presentations work best when you want users to …

  • spend more time with the presentation;
  • describe the experience as “enjoyable;”
  • recall more of the information;
  • recall your brand;
  • feel entertained.

Static presentations work best when you want users to …

  • “click to” all of the presentation’s materials;
  • preceive the site navigation as easy.

Either form is equally effective if you want to …

  • increase the likelihood a user would return to the site.”

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Discussion

6 comments for “Multimedia investment checklist”

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  5. What a welcome blast from the past. I remember seeing this in the paper but it had just fallen out of my head. A great reminder. Thanks Tracy

    Qué buen recuerdo del pasado. Recuerdo haber visto esto en el ensayo, pero se me había olvidado. Un gran recuerdo. Gracias Tracy.

    Posted by Andy | 26 October 2009, 5:07 PM
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