Beginners Guide to Audience Research

The Anatomy Of Your Audience
Before you put pen to paper on strategy or creative, you need to understand your audience in a deep, meaningful way. How they think. What’s relevant to them. How they want to interact with your brand. Here’s a breakdown of the building blocks of audience research – and how we put them together to Create Brand Action.

1. Psychographics
Understanding your audience’s underlying motivations and how they see themselves in the world.

  • Too much to do, not enough time
  • Dreams of backpacking across Europe
  • Would do anything for his dog

2. Aspiration & Needs
Identifying what your audience needs, wants, and dreams about.

  • Money
  • Fame
  • Changing the world

3. Competitive Set
Research the brands your audience is currently familiar with and what they believe about them, including any perceptions that might exist about your brand.

  • Value perceived vs value delivered
  • Competitor messaging and ethos
  • Challenges and mindsets you must overcome

4. Validating with Data
Leveraging first and third-party data to gain an independent, unbiased perspective.

  • Analytics/behavioral data
  • Independent surveys
  • Quantitative and qualitative insights
  • Marco trends

5. Info & Media Diet
Understanding how your audience evaluates the credibility of the content they consume, and how they prefer to consume it.

Nutrients Facts (Not a significant source of Vitamin A)

  • Print = 5%Dv
  • Digital = 30%DV
  • Social Medial = 20%DV
  • Broadcast = 10%DV
  • Short Form = 20%DV
  • Long Form = 15% DV

6. Buyer’s Journey
Understanding the different stages a prospect goes through to become a customer, and the information requirements for each stage

  • Developing interest
  • Gathering information
  • Exploring options
  • Making a decision

7. Audience Personas
Creating a snapshot that brings your audience segments to life and makes them more human and retalable. There are  three basic building blocks in the persona:

  • Demographics
  • Pain points
  • Goals

 

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