User:MCruz (WMF)/Sandbox/WRC/Communications/Global audiences

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Wikipedia 15 (click to expand or collapse)
This Wikipedia 15 meta page was an initial framework the global Wikimedia community could use to coordinate around the 15th birthday of Wikipedia.

Find some interesting facts about Wikipedia's first 15 years.

This space served as:

New Readers (click to expand or collapse)

September 2019Edit

The New Readers program has been an important part of growing the WMF's understanding of the gaps we need to fill in awareness and use of the Wikimedia projects in Emerging Markets. As a result of the research and initiatives run within the program, the Foundation has integrated work that will represent Emerging Markets in each of its strategic priorities, particularly in growing Worldwide readership and building a thriving movement.

This program has now ended.

As a direct result of this program, a new Product team has started to specifically focus on ways to improve our projects for people in underrepresented geographies, where internet use is growing rapidly.

Thank you to all the communities and WMF staff that were part of making this program a success!
Template loop detected: Template:TNT The New Readers program focuses on understanding and serving potential Wikimedia readers in countries where access to the internet is quickly growing. It is a collaboration of the Global Reach, Design Research, Reading, Community Engagement and Communications teams at the Wikimedia Foundation.

This hub will collect work from across the teams to better understand and serve potential new readers. For the latest on what we're doing, please check out the New Readers/Updates page. You can also see up-to-date information about each of the themes at New Readers/Awareness and New Readers/Access.


  1. Better understand new internet users in countries with developing internet access, who may have limited to no awareness of Wikimedia sites
  2. Develop user personas that represent common user habits, needs, and behaviors
  3. Assess and develop potential product, partnership, messaging, and community actions to grow reach and participation in Wikimedia projects from research regions
  4. Develop programs across the Foundation to better serve readers and potential readers in these regions based on research findings


The New Readers project is a cross-team initiative, reflecting shared research priorities of Readership, Strategic Partnerships, Design Research, Communications, and Community Engagement.

Talk to usEdit

We want to hear from you! Here's how you can get in touch:

  • Public mailing list: We share interesting content and announcements. Join us there and share with us.
  • Talk page: For general questions/inquiries
  • newreaders(_AT_) reach the team


Wikimedia brand perceptions (click to expand or collapse)

This will host research into community perceptions of Wikimedia brands including Wikipedia and Wikimedia projects. This research began with community interviews at Wikimania 2016.

What do we mean by "brand" ?Edit

How people think of you is your brand. It’s the associated meanings between symbols (logos, names, colors, products, websites) and reputations (values, use cases, purposes, mission statements).

Simply put, a logo/name is a trigger for ideas and feelings about a brand. The names and logos are the signifiers. The values and meanings are the signified. Taken as a complete system, they are a brand.


We interviewed 20 key members of the community, including 2 members of the FDC and several former or current chapter presidents.

The group represented

  • 17 countries
  • 11+ languages
  • 10 men
  • 10 women

In reviewing the notes, common themes, phrases, and descriptions emerged. We have documented these commonalities here as preliminary findings on community perceptions of the Wikimedia brand system.

Research methodologyEdit

Our interviews were 30 minutes in length and semi-scripted. The interviews were free response: participants could offer any answer of any length to explain their perspectives.

  • 19 conversations were in English
  • 1 interview conducted in Spanish

Notes were taken during the interviews for later review and analysis. The conversations were not recorded.

Wikimania 2016Edit

To better understand community perceptions of Wikimedia brands, 20 interviews were conducted over the week of Wikimania 2016. The interviews were semi-structured, meaning there was both a script of set question and the opportunity for interviewing teams to ask follow-up questions or explore new topics inspired by the conversation. Review 2016 findings here.

Each interview was approximately 30 minutes in length. While one research team member asked questions, a second team member recorded notes.

Two sets of visual guides were used to show Wikimedia brand marks and to compare Wikimedia brand marks to other well-known international brand logos.

Research documentsEdit


After reviewing the notes from our 20 conversations at Wikimania, the Wikimedia Foundation Communications team produced a full report.

2016 Report