Engagement drives outcomes.
We prove it. You use it.
What We Do
What is the Medill Spiegel Research Center?
The Medill Spiegel Research Center (SRC) is part of Northwestern University Medill School of Journalism, Media, Integrated Marketing Communications.
The mission of the center is to undertake evidence-based, data-driven, quantitative analysis to understand the relationship between various forms of customer engagement and favorable financial outcomes. The center’s research includes assessing the financial impact of consumer engagement behaviors relative to social media, mobile devices, customer reviews and ratings, loyalty programs, multi-vendor shopping platforms, and more.
Our goal is to uncover evidence that shows which types of customer engagement with media and brands result in the most significant financial impact.
Nearly half of local news outlets’ digital subscribers are “zombie” readers who visit the website less than once a month, according to a data analysis in 45 markets by Northwestern University’s Medill Spiegel Research Center.
People working in U.S. media believe 2020 presidential election coverage was generally fair, but they also think polling was overplayed and unreliable, according to the first-ever Medill Media Industry Survey at Northwestern University.