If you are at the very start of your project, audience research can be an excellent tool for refining your proposition or prioritising which products/services to launch with.
Digital Marketing Audience Research
Know Thy Audience: it’s the first rule of digital marketing.
Whether you’re a startup that needs help defining your core audience, a scaleup flexing into new markets or an established business that wants to reassess and refocus, our rigorous audience research can provide you with a clear strategic direction and the data to back it up.
Quantitative and Qualitative Audience Research
Quantitative: comprehensive survey software
We use a survey-led audience insight tool called GlobalWebIndex as the backbone of our quantitative audience research. Each quarter GWI surveys around 650,000 consumers across 47 countries – representing 2 billion people globally. By building our own audiences to reflect your target customer, we can assess their attitudes, interests and behaviours to build up an accurate profile of their digital habits.
Qualitative: user interviews
If you really want to deep-dive into the experiences of your target audience, face-to-face (or at least screen-to-screen) user interviews are a great way to ask exactly the questions you want answered. Our UX experts are skilled interviewers and know just the right questions to ask to identify a user’s wishes and pain points.
Why you should worry about this service
Product development and brand positioning
Persona development and channel strategy
Personas are the distillation of audience research, enabling you to develop a strategy that talks to them in the right place at the right time with the right message. But you may not find all of your audience on the same channel. Developing a smart persona-based channel strategy can make your acquisition more efficient and get the most out of your budget.
Tone of voice and messaging strategy
The motivations, attitudes and values of your audience uncovered in the research can be used to inform which buttons to push when you communicate with them, wherever they encounter your brand.
Paid media targeting
Information about each audience, including demographic, attitudinal and behavioural insights, can be used to refine the audience targeting on PPC and Paid Social.
Frequently Asked Questions
Do I need to carry out audience research before I start a digital marketing programme?
If you have never carried out audience research – whether as a startup pre-launch or a fully-fledged business – we strongly advise that it should be the cornerstone of all subsequent digital marketing activity.
If you carried out audience research in the past but your product offering or business objectives have changed since, we would recommend refreshing it with these changes in mind. It may validate or challenge your current strategy, and offer new opportunities that you may not have considered before.
Audience research is invaluable for all digital marketing channels, but we never insist that clients agree to work that won’t benefit them. If you have recently carried out audience research and your business objectives haven’t changed since, there is no need to redo it.
What kind of insights will you provide about my target audience(s)?
The tools we use allow us to get granular. Here are just a few of the areas GWI Core surveys cover:
• Demographic information – eg. age, household composition, annual income
• Interests and attitudes – eg. travel habits, exercise habits, music preferences
• Digital behaviours – eg. social media usage, brand discovery, device ownership
GWI Zeitgeist surveys are put together monthly and concentrate on timely trends, such as attitudes to coronavirus and voting intention.
Our strategists will find the attributes that matter to you and craft a narrative that walks you through our audience building process. This information will then be used to create a set of user personas.