An evaluation of a supplement published in Latvijas Avīze by the the European Commission Representation in Latvia

The European Commission Representation in Latvia finances a weekly supplement in the newspaper Latvijas Avīze, “Right Here in Europe!” to provide regular information about EU issues to the people of Latvia and to offer more information about specific aspects thereof.  The supplements were analysed to evaluate the views and interest of readers in the supplement and to evaluate its effectiveness.  The results of the research made it possible to design recommendations on how to improve the effectiveness of “Right Here in Europe!”

Our experts worked with marketing and public opinion research centre SKDS to design the methodology and instruments of the study, to prepare list of interviewees, to conduct general analysis of research data, and to draft recommendations on how the supplement can be improved.

The study involved a wide range of methodologies:

• Document analysis – content analysis of the supplement and a review of literature;
• A survey of 1,060 residents of Latvia aged 15 to 74;
• A survey of 512 regular readers of Latvijas Avīze;
• In-depth interviews with 20 experts;
• Two focus group discussions with Latvijas Avīze readers.

The results of the research showed that Latvijas Avīze readers think highly of the newspaper and the supplement, believing that they are interesting, practical and useful.  84% of respondents said that “Right Here in Europe!” allows them to learn the latest information about the EU, and 75% said that this corresponds to reader interests.  Conclusions and recommendations from the research helped to improve the content of “Right Here in Europe!”, and the partnership between the newspaper and the European Commission office is continuing to this very day.