Why audience research

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You can change your ad preferences anytime. Audience research. Upcoming SlideShare. Like this document? Why not share! Target audience research example by Liz Davies views How media producers define their ta Embed Size px. Start on. Show related SlideShares at end. WordPress Shortcode. Next SlideShares. Business , Technology. AnnieRose95 Follow. Target audience research example.

How media producers define their target audience. Audience, Market and Production Research. Audience Profiling Powerpoint. Re constructed mix 3. Simpsons analysis. As successful as audience research can be, it does have a few limitations.

One such limitation might be not defining the audience sufficiently enough. As a result you may end up with respondents who are not fully relevant or representative of your target audience. Although you will receive valid results, the findings will not be representative of your target audience and thus will be of limited, or no use. Review completed questionnaires — having a quick read through the questionnaire is always useful, either to make last minute changes or just for the interviewer to familiarise themselves with the questions.

For each question set ask yourself:. Time for analysis - audience research has quite a few steps from choosing the sample to writing a report etc. The best insight happens when there is enough time for reflection. And here are a few more things to think about when setting up an audience understanding project:. Audience research is a huge part of businesses and is used widely across all sectors to improve their brand.

A few examples include:. They then decided to incorporate healthier options and launched campaigns to show where their meat is reared. Nest — Nest is another innovative company which bases its decisions on customer surveys, asking questions on functioning of current products and how they can improve them. Flight Club - A modern experiential social club who informed both its offering and launch strategy through audience understanding.

Market opportunity assessment, what it is and the growth strategies taken by some household name brands. The key to any successful business is to understand what it is that your customers want and giving this to them in a way that is profitable for you.

Providing objective evidence to harness abstract concepts for leveraging brand strength and persuading customers to curry favour. Partners Who are we? Insights Tutorials News Guides.

What is audience understanding research? What is audience market research? Audience understanding vs audience research Audience understanding and audience research is, in effect, one and the same. Importance of audience research Audience understanding - Conducting audience research will enable you to get a better understanding of your audience, which in turn will help you connect with your customer and help your company grow.

Matching the audience with the right questions It is crucial to ask your sample audience the right questions if you want to get relevant, useable outcomes. Examples of audience research questions Every project is of course unique, but there is often commonality among the themes explored. Besides demographic descriptors, typical areas might be: What are the audience trying to achieve?

What are their pain points, or unmet needs? How does the product or service fit into their lives? What prompts the need for the product or service? Who, or what do they turn to for information or advice? Where do they look for said information? Types of audience research methods Primary research — First hand research conducted by you or your agency Secondary research — Reviewing information from sources already published, also called desk research.

These techniques are more in depth compared to surveys Focus groups or individual in-depth interviews IDIs — This is a form of qualitative research , it consists of a group of people sharing their thoughts and information about a service, product, campaign or a topic. How to choose the right audience research method for your project In order to achieve valuable audience research, it is important to first think about what you are trying to find out and what type of data you will need to present useful insights i.

Why not learn about them directly? Using primary research through surveys and interviews is one way you can truly get into the head of your audience and determine ways to improve your product or service, content, and customer experience. Will you utilize social listening to see what people are saying about your brand?

Social listening is monitoring social channels for feedback or mentions based on specific brands, keywords, or competitors to analyze and find trends for improvement or growth. Because this information is directly from the audience, it is an amazing opportunity to hear the good, the bad, and the ugly right from the source. You can see what keywords are used most for your brand as well as the sentiment. Getting started with all of this can feel overwhelming.

Break down your goals for the research process as well as how you will use these results to inform your future strategies. Start with a clear idea of your why. When it comes to audience research, your brand and stakeholders may have different goals. Goal alignment in the beginning will make the process easier as it will help guide you through the questions you want answered.

When it comes to your audience, you need to know what makes them tick. What influences them? What are their pain points? Create a list of the information you need. What are their demographics? Do you know what social media channels they spend time on or what types of content they enjoy online? Do they pay attention to reviews — and if so, is there a specific site they prefer for ads? Once you have your list, you can start determining your source for this information.

Will you perform face-to-face or phone interviews? Psychographics are much more detailed and complex. They can uncover anything that your audience might be interested in: their beliefs, life goals, or opinions. Psychographics can include: activities, interests, opinions, attitudes, values, lifestyle, and loyalty. It's about their lifestyle, their personality.

For instance, maybe you want to reach someone that's 21 years old and works as an accountant, but also loves basketball. As there can be many different people types in your audience, you need to conduct demographic and psychographic research so that you really know who they are and avoid making any assumptions.

This will help you navigate away from potential pitfalls or running campaigns that target the wrong audience. This is about how people use your product, or even how they navigate on your website, and how they use the different media that you want to use as your marketing channels. What do they do on Facebook? How long do they stay?

Why do they click? Where do they click? All of this is very important because it will allow you to transform the journey of your audience on your website and social media and know exactly where you need to target your effort.