Beginners Guide to Audience Research


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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