Audience analysis and modelling

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OVERVIEW

When planning digital content it is advisable to undertake research and analysis to ensure that it will meet the needs/tastes of its intended audience(s). Such research may be drawn from existing data or may be undertaken for this purpose. It is an iterative process which can inform the development of existing as well as new services.

Why undertake audience analysis?

Audience visualisation chart

When planning and designing online content the needs and preferences of the intended audience must be kept in mind if the end product is to be successful. This may simply mean thinking about what the intended audience member is like, what their online experience and proficiency is likely to be and what they might use the online content for. Undertaking more formal analysis in advance helps to frame how the content can be presented to best meet audience needs. Failure to undertake audience analysis may result in content appealing to no-one or not fulfilling its potential in terms of functionality or reach.

In some cases it may be necessary to segment audiences. This segmentation can be done according to a number of features:

by demographic group (e.g. gender, age, ethnicity, occupation)
by role (e.g. researcher, pupil, leisure user)
by groups identified by funders as priorities
by the goals the user may having in using the online content (e.g. visitor seeking travel directions and opening hours)
by identifying current or intended non-users

When segmenting audience it is useful if groups do not overlap within any one of the features identified.

In addition by undertaking analysis at the beginning, a framework is created for evaluation at the end of the process, as to whether the online content has achieved its stated aims, which in turn can provide evidence and advocacy for stakeholders and funders.

Types of audience analysis

There are two types of data collection: quantitative and qualitative. Several methods that can be used to elicit what your intended audiences like and can inform the development of your online content include:

surveys (postal, face to face, online or email)
focus groups
web logs and analytics
external data sources

Surveys can provide quantitative data (the number of people who express a preference for a product or service) or qualitative information ( the whys and wherefores of those preferences). The method(s) you choose may be determined by the type of information you are seeking but when selecting candidates for this data collection, the sample should reflect the size/ratio of the real population of your intended audience (including non-users who can provide useful insights for service development). You may need a combination of approaches to elicit the information you are looking for. Depending on the nature of your work you may choose to repeat the research over a period of time.

Using external data, such as market research e.g. TGI or regular surveys such as the Oxford Internet Institute and/or data from a similar organisation to your own can be helpful in building a picture of your intended audience. Additional and less formal data might come from existing but similar off-line services or enquiry data from existing telephone or email helpdesks.

In house or external research?

You may choose to commission an outside agency to undertake research on your behalf or you may keep this work in-house. When considering these options, the following should be borne in mind:

skills in statistical sampling and analysis
skills in questionnaire design to elicit valid information
time available to recruit interviewees and complete research
ability to brief external researchers fully

Audience modelling

Once data is collected, the results can be used to deepen understanding of your audience and form a picture of who the "typical" user is, (sometimes called "personas") what their needs and behaviours are with regard to online content and how to present yours to meet their preferences to best effect. Where content is aimed at more than one audience, data collected can be used to inform decisions where there is conflicting preferences to address the one with a higher priority. User testing of beta versions can refine understanding of users needs and preferences further.

The Strategic Content Alliance Audience Analysis Toolkit

Guide to researching audiences

This toolkit for public sector bodies, commission by the Strategic Content Alliance from Curtis and Cartwright Consulting provides a range of resources about how to undertake successful audience analysis. All may be found on the Audience pages of the Alliance blog. They include the following:

Guides

These offer an in-depth study of how to define your target audience, planning audience research, the various methods which are available for collecting research data, then analysing that data to obtain a useful model of your likely audience and continuing to use audience research to make sure your service responds to their needs effectively.

The Guide to Researching Audiences
A Concise Guide to Researching Audiences
Audience research: a visualisation chart

Case studies

The case studies offer in-depth studies of the audience analysis activities undertaken by ten public sector institutions to inform the service they provide. The case studies cover a diverse range of initiatives including the development of the BBC i-player, the Europeana project, the digitisation of the John Johnson collection and the JISC national e-books observatory project.

The Guide to Researching Audiences: Case Studies
The Guide to Researching Audiences: Illustrative Case Study

Presentations

These presentations are taken from a workshop held in July 2009 presenting the audience analysis work done for the Alliance by Curtis and Cartwright.

Audience research for practitioners
Audience research: why you should be doing it

Briefing papers

The briefing papers provide valuable summaries on audience research for different domains in the public sector, recognising that different audiences have different needs and expectations and summarising the key sources of support for each area.

Audience research for cultural sector practitioners
Audience research for people experimenting with digital media
Briefing paper: Audience research for education and research practitioners
Audience research for library and knowledge practitioners
Audience research for programme, service and research practitioners
Briefing paper: Audience research for senior managers

Harvested links to other resources

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[[Role::newcomer]] [[Role::strategy manager]] [[Role::policy maker]] [[Role::project manager]]
[[Role::content manager]] [[Role::acquisitions manager]] [[Goal::developing]] [[Goal::audience]] [[Goal::deciding]] 
[[Goal::evaluating]] [[Goal::marketing]] [[Level::medium]] [[Level::deep]]

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