A Concise Guide to Researching Audiences - Strategic Content ...

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The Guide to Researching AudiencesConcise editionOverview of this guideCORE GUIDANCESUPPORTING INFORMATIONDESCRIBINGAND DEFININGTHE TARGETAUDIENCESection 2Defining who you wouldlike your audience to be,and how to approachsegmenting the audienceINTRODUCTIONSection 1An introduction to thetoolkit, including anoverview of how it mightbe used in practicePLANNINGAUDIENCERESEARCHSection 3Setting clear objectivesfor research activities,and planning activities tomeet these objectivesGLOSSARYAnnex AA glossary of the keyterms used in the toolkit(eg ethnographicresearch)COLLECTIONOF AUDIENCEDATASection 4The methods available forcollecting audience data,and deciding how toconduct the researchSection 5MODELLINGTHE AUDIENCEAnalysing andinterpreting the datacollected to build up apicture of the audienceMAKING USEOF AUDIENCERESEARCHSection 6Using the research tomeet the needs, wantsand expectations of theaudiencePAGE 4Overview of this guide
1. Introduction1.1 The concise edition1.1.1 This is the ‘concise edition’ of ‘The Guide to Researching Audiences’ (‘the Guide’). 1 It is a shorter versionof the main Guide, designed to provide an easily accessible summary of the key principles of audienceresearch and some practical information.1.1.2 The full version of the Guide contains more detailed information than this concise edition, but they are laidout in exactly the same way to make it easy for you to follow.1.1.3 This concise edition also includes snapshots of the case studies which support ‘The Guide to ResearchingAudiences’ (see sub-section 1.4 below).1.1.4 The Guide and supporting documents have been produced by Curtis+Cartwright Consulting Ltd on behalf ofthe Strategic Content Alliance.1.2 What, why, who…?What is in The Guide to Researching Audiences?1.2.1 The Guide sets out the basic principles of audience research. These can be followed regardless of the typeof service or audience, and will help you to conduct audience research more effectively (better results)and efficiently (lower effort), with fewer problems and unforeseen complications. They provide the buildingblocks to enable you to design, conduct and apply your own audience analysis research. What this Guide willnot provide you with is a ready‐made audience analysis programme specifically designed for your service.1.2.2 It is a guide to current good practice and a starting point for further reading. There is nothing very radicalin the Guide – there are many other resources available on audience analysis and modelling, some of whichare referenced in Annex D (Bibliography) of the full version of the Guide.1.2.3 The Guide has a specific focus on online digital services. The digital revolution has resulted in an explosionof possibilities: new and innovative services; a deluge of content; availability of additional researchtechniques (eg web statistics); and potential new audiences. Relationships between digital content andnon-digital content, between digital services and non-digital services, and between a ‘digital audience’ anda ‘non-digital audience’ are a new and interesting consideration for service providers and are discussed inAnnex C (Digital Audiences and Digital Services) of the full version of the Guide.1 The Guide to Researching Audiences, Curtis+Cartwright Consulting Ltd, v1.0, 5 December 2008.1. Introduction PAGE 5
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