![]() Write user stories to help you understand your audience Outline a post-research plan to ensure investment isn't wasted.Consider the potential resources needed.Next, we’ll look at how you can move from just knowing your audience to really understanding your audience, but before you start any research project, big or small, you need to be clear on your 5 x ‘W's’ and 1 x ‘H’:īy answering these questions, you're already starting to frame your research and ensure that you'll get the most from any time you invest in it. What to consider before you begin your research project You've got as far as getting the data so you're almost there. We'll come back to this shortly, but for now, don't give up. Remember that, even when you've completed the research phase, you still face some challenges.Ī common one is simply making sense of all the information you have information that has come from several different sources. You can embed simple techniques into your day job so you don't get distracted by research but are still continually making gains towards understanding your audience. And it’s a good way of generating new insight from all the different parts of the organisation particularly those dealing with specific stages of the customer journey and managing the interactions with your product/service too. Get your colleagues involved in audience researchĮveryone within an organisation can do some form of audience research. Try using our Stakeholder interview Matrix template template if you need a steer on what to ask. Good to know: Need to understand internal stakeholders and their needs as well? This is a group that often needs to be taken into account before you begin any audience research. Your prioritisation criteria will be determined by the information available to you and your business goals. It may be that the bigger the segment, the more important it is, but don't just assume that. If you find yourself with many of these segments, then work to prioritise those too. There will be groups within the umbrella of 'everyone' and you can segment those perhaps by location, agency or in-house, or if they are a past/current/potential customer.īut, don't go too far and have so many groups that it becomes overwhelming to try and target them all. If you find yourself in that situation, then prioritise. Creating content for everyone is creating content for no one. “I can't piece all the data together to make it meaningful”.“It's not my job to do audience research”.“There is no resource for audience research”.“We have so many segments (lots of smaller groups)”.“Our audience is everyone (one big group)”.Here are some of the common challenges people face internally when thinking about audience research: As with all processes, there are likely to be obstacles and challenges every step of the way. Of course, it's not a smooth road to this level of understanding. Good to know: Check out this on-demand webinar where you’ll find Content Design London’s Sarah Winters explaining how to find out what your customers/users actually want from you. To understand your audience, you need to really dig beneath the numbers and learn about them in relation to their:Īnd that audience can be existing customers/users, prospective groups, your client's customers, past customers. It tells me nothing of the key elements that I need to be privy to that will move me from ‘knowing’ to ‘understanding’. So, I need to know that we have 19,500 Twitter followers, but that number alone does not in any way help me make informed decisions around the content I plan, produce and publish. ![]() That's essential information to know - and it can often be linked to measures of success and business goals - but as a content strategist, in order to get the graph line to keep moving upwards right, I know that I need to understand my audience.
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