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Audience research is defined as research conducted to make discoveries about your audience to help you better understand them and their preferences.
It’s increasingly in demand as brands attempt to gain insight into their current and potential customer base.
To address questions about how to do audience research and how you can plug it into your marketing efforts, this article covers:
Let’s dig in.
Before you start a new marketing initiative, conducting audience research is always the right place to begin. Why? Without it, you may not be able to tailor your content to the prospects who are the best fit.
You can plug the research into branding efforts and pricing strategies, as well as owned, earned and paid marketing campaigns. Knowing your audience will help you reach them more effectively.
Audience research and analysis differ from market research, in that the target audience is smaller than the target market. Think of it like a pie. The target market is the WHOLE pie – the target audience is a SLICE of that pie. It’s the portion of the market most likely to buy the product.
With digital marketing only growing in importance, audience research is a top consideration. Without it, your efforts may fall flat. Studies show that 70 to 80% of people research a small business online BEFORE visiting the business or making a purchase. But if you don’t know who may buy from you, your campaigns may be like a shot in the dark.
Audience research techniques can be used to pinpoint buyers. For example, Facebook is known for its ability to leverage data to reach the most relevant buyers through its ads. But, even when you’re running a campaign, you’ll want to check to see how it’s going so you can make tweaks as needed. Use it as a way to test your messaging. You should check to see if you’re reaching the desired audience, if they’re responding – and in the way you’d like to see them respond. Also, consider if there any other related audiences you may want to reach out to.
When it comes to segmenting your audiences, what demographics and psychographic categories will you use? And why is audience segmentation important? Not everyone thinks alike.
If you want to target your ads – because again, one ad does not fit all – you need to know who you’re targeting. This can help lead to higher conversion rates. What do your customers really want?
Audience research and analysis for demographic segmentation can include:
And for B2B it may include:
Regarding psychographic segmentation, consider factors that relate to the audience members’ characteristics, including:
Keep in mind that, because these qualities aren’t data-focused but are more subjective, they may be harder to pinpoint.
What questions should you ask when conducting audience research? Here are a few examples:
Methods used for audience research include these examples:
Audience intelligence is crucial in digital PR. Here are a couple of examples of how this can work to make your media outreach more effective:
To conduct detailed and comprehensive audience research and analysis, use Audiense for:
To learn more try Audiense Insights for free.