• Context.

This is the study that I had gotten approved by Leila to do using dScout in Q4 based on a high-level pitch to her of what it would be about (qualitatively understanding our sporadic and casual readers, creating compelling highlight reels to share out broadly within WMF to help the whole org understand them more). It is now also what I see as a 'Phase 1' toward what Selena wants and I discussed further with Maryana, that came up as we discussed the "Understanding the readers coming to Wikipedia, from different referrers" request -- of wanting archetypes or segments within sporadic and casual readers. This study is the first step towards that, by building our understanding and generating hypotheses.

• Description.

Understanding our sporadic and casual readers: Who are these readers? What are they doing with Wikipedia? How do they describe their relationship with and attitudes toward Wikipedia, in their own words? What segments or ‘archetypes’ might exist within sporadic and casual readers, that we should explore in further research?
This study would serve as a Phase 1 toward building eventual archetypes of readers within the sporadic and casual user buckets.
Qualitative approach, for building our understanding and generating hypotheses and gathering rich stories, quotes, and video clips. Led by Debra and Bethany (since Mike is on sabbatical)
Research plan: https://docs.google.com/document/d/12x_uSanfChvF4L0ioe6zZY5_b81vsaXFt2-UwwP9-pw/edit?tab=t.0

• Estimated Effort.

Starting ASAP now in Q4. We will have up to 60 days to do the study on dScout and 60 days to do analysis, in terms of our contract with dScout.