Audience Analytics Basic
Learning about 21st Century Analytics
It is not unusual!
Of course, people drink more hot chocolate in the winter and prefer sweet tea during the summer. But, how do we understand why juice sales go up during windy seasons like winter?
Similarly, brand sales and weather conditions are not always correlative, and this is the reason every rights owner or manager needs Audience Analytics.
Social media analytics are great tools used by brands in understanding what consumers think about their ads, products, and competitors. However, that’s only one side of the story; there is more to it. Understanding the people behind the social media handles is of greater consequence to the success of a product launch.
What is Audience Analysis?
Understanding the Basics of Audience Analysis
Audience Analysis is a task performed by data analysts, technical writers, or program developers at the early stages of a project. It entails assessing the audience to understand their needs, expectations, values, attitudes, and opinions. The ‘audience’ refers to the end-user, and all communications are directed towards the targeted audience. In creating a target audience, defining an audience comes first.
Audience analysis provides brands with an in-depth understanding of their current and potential customer behaviors to improve their brand perception, marketing strategy, and customer experience. If an audience analysis is done accurately, it can help brands create more successful marketing campaigns and advertising.
Audience Analytics can be branded or unbranded. While branded analysis means looking at the audience for a specific brand, the unbranded analysis looks at the audience for the type of product and related topics.
What is a Target Audience Analysis?
Quick understanding of target audience and importance
For any brand in the local and global markets (which present fierce competition), the understanding of their target audience is very vital to their survival. Once the target audience is understood, it becomes easy to reach the audience of choice with all of the modern advertising and marketing technology available.
Target Audience Analysis is the extraction, processing, and interpretation of data collated from specific people who are directly interested in a program, product, or service. For instance, the survey of a readership community of entrepreneurs and business owners
As it relates to consumers, audience analysis refers to research about the interests, demographic location, and preferences of a group – the group could either be broad or narrow. In a bid to measure the success of brand campaigns, brand owners can study a competitor’s audience analysis and compare it with theirs to help them gain insights into how they can stay ahead of the competition
A complete audience analysis considers:
- Socio-demographic characters such as sex, age, language, religion, group membership, occupation, and education.
- Geographic factors like the audience locations and how it might impact their behavior.
- Psychographic characteristics, such as needs, hopes, concerns, and aspirations.
- Audience thoughts, beliefs, knowledge, and actions.
- Gender and how it affects audience behavior.
- Effective communication channels for reaching the audience.
Why is Audience Analysis Done?
How you can apply audience analysis to your business
A famous brand – Fender was about to launch a new and exciting product – The Flea Jazz Bass and so they performed an audience analysis. The results from the audience analysis enabled them to pinpoint the target audience for the campaign and determine what they liked most about Flea Jazz Bass.
The audience responded that they loved Flea’s individuality and used words like ‘fun’ to describe the Flea’s personality. Fender, therefore, developed the #My Fleas style campaign. In the end, the campaign was a huge success because they invested in understanding their audience first.
Useful audience analytics gives a rich understanding of what compels consumers to choose a brand or make a purchase. This is an essential part of the research because it hands over the tool of influencing consumers to the brand owners. While understanding the basic demography is helpful, it is not as powerful as understanding the complexities of consumer preferences related to a product.
A more customized analysis could reveal that a trend is spreading rapidly within the target audience. Intel like this is actionable because it gives specific details and helps brands make decisions about updates to improve its menu and advertising.
Who can conduct Audience Analysis?
Carrying out an audience analysis
A small team can conduct an audience analysis. The members of the team should include researchers and communication staff. Audience analysis can be done by direct observation or analysis of data. Data can be collated through several means such as online surveys, questions, Beta testing results, etc.
When Should an Audience Analysis be conducted?
Perfect timing for target audience analysis and interpretation
Audience analysis should not be done halfway into a program or project, but at the beginning, in conjunction with program analysis.
Before now, gaining an understanding of the audience demanded a lot of money and time spent on surveys and marketing research firms, but social media has relieved brands of that stress. Social media data helps brands gain useful insights about an audience quickly.
Audience Analytics is being adopted by more companies to know what their consumers prefer and how they prefer it. Audience analytics must contain the right questions, and analysts should be able to detect trends and patterns to come up with meaningful insights.