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.
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.
- 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:
- Pain points