Christopher Pramstaller is working as an Analyst and Audience Development Editor at Süddeutsche Zeitung Digitale Medien. He works closely with the editorial staff to help make sense of user data and research. Having a background in journalism, he knows what tightrope walk it can be for journalists and editors to employ the readers' voice in workflows and reporting. Yet, he is convinced that data-informed journalists are better journalists - and that a publication which knows its readers will be a better one.