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What is Audience Intelligence? A (re)view in 2019

Oct 3, 2019 1:43:32 PM

One of the wonders of our discipline in this era is the development and evolution of new concepts and theories, which over time gain weight or circumstances lead them to disappear from the map. We have spent months focusing our attention on audience intelligence, and it seems that this speciality is not only being maintained but has taken root and grows strong and healthy.

With this premise in mind, and starting the last quarter of the year, we have stopped to reflect on the issue and believe that it is a good time to "take a snapshot" and really see what audience intelligence consists of today.

As I explained in this question from Quora, here at Audiense, we understand that audience intelligence is the capability to extract key and very valuable insights about audiences from data from various sources, which allows you to inform, define and plan your strategies based on rich and real-time data, generating authentic business value.

The latest and most innovative technological developments such as machine learning, big data or artificial intelligence, among others, are some of the tools that audience intelligence uses to provide insights, but these tools are not audience intelligence per se.

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At the beginning of the year, we published a piece about audience intelligence trends that, in the opinion of recognized experts in the industry, would develop throughout this year around audience intelligence, and during these months we have seen how several of them have been gaining strength.

For example, the data democratization has favored that audience intelligence and insights obtained from it cross borders in organizations and they are no longer in the marketing silo, but are a source of information and knowledge across the entire organization and one more input in strategic business decision making.

We have also been able to see how the dividing line that marked the limits of market and consumer research is becoming more diffuse. Social data is already, on the whole, a recognised source of insights as proposed by Audiense CEO Javier Burón.

If we consult among the most influential and innovative professionals in the market research industry, we can see how audience intelligence is already one of the tools that these professionals use “to get a faster, better and better investigation,” in the words of Ray Poynter, member of the ESOMAR Board and founder of #NewMR.

Because, in essence, when working with audience intelligence, you are using mixed research methods and obtain both quantitative and qualitative results. Being able to obtain an approach to the consumer and the market is not only tactical but also strategic, for example knowing what is the best product to market for each segment, or how you can identify and discover new audiences to continue growing the market and inform strategic and acquisition plans.

And if you are interested in knowing about real applications of audience intelligence, you can read this blog post with 19 use cases of audience intelligence that will inspire you.

Photo by Sander Weeteling on Unsplash.

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