My natural curiosity has led me to create lasting connections and I apply that mindset to my audience analysis work. Sales data tells you what to do more of, but it doesn’t tell you why a product you were really excited about isn’t performing. Anecdotal feedback from customers can color your perspective about the value you are adding for your audience, but it doesn’t help you acquire new business.
I take a three-pronged approach to audience research using a combination of behavioral metrics, customer attitudes and peer and competitor benchmarking to understand audience perceptions comprehensively and inform future brand and content strategy.
All About the Numbers
Let’s take a look at the information you already have comprehensively – sales data, website traffic, communications and social media metrics – what do they tell you about the strengths and weaknesses in your existing brand perceptions.
A Look Behind the Curtain
Human beings are motivated by so much more than can be quantified with data. Through in-depth interviews, focus groups, thematic and sentiment analyses, you start to understand the “why” behind the numbers and see growth potential.
Keeping Up With the Joneses
In the online marketplace it is challenging to find your niche. Unfiltered comparison with your peers and competitors can fuel your energy toward a necessary change-up that will distinguish your business from those competing for your audience’s attention.
see audience research in action
The development of six alumni personas was the result of pioneering, robust, qualitative and quantitative research. From the data, our team sectioned and articulated audience groups and identified barriers and opportunities for each type.
Our goal for The Bobcat Store was to conduct robust audience research to inform the development of a new logo, style guide and marketing strategy that balanced customer needs with store goals.
Through longitudinal social listening and thematic analysis of the available data, we developed a consolidation strategy and implementation plan to reduce 72 channels down to a strong thirteen.