Audience Research is defined as any communication research that is conducted on specific audience segments to gather information about their attitudes, interests, knowledge, preferences and behaviors with respect to prevention issues.
- Audience research can inform your branding, markets, price point, customer service needs, as well as your organic and paid marketing strategy. This is crucial to creating a content strategy for your brand because to create content that connects, you need to understand who you are talking to.
Importance of Audience Research
Audience understanding – Conducting audience research will enable you to get a better understanding of your audience, which in turn will help you connect with your customer and help your company grow. It enables you to be customer-centric, rather than product led in your thinking, for example.
Decision making – Audience research can help you prioritise how best to meet their needs or decide who to focus on, how to reach them, or what to offer them.
Proving hypotheses – It can also help provide evidence for marketing claims that you may want to make but (as yet) have no evidence to support.