Audience research
The audience, the consumer, the target customer, the foundation of every successful media advertising campaign. Understanding who they are, where to find them and what to say when you do is the key to success.
Understanding your audience is fundamental to successful marketing. Without a clear picture of the target audience, decision making is reduced to opinions and guesswork.
The target audience is the north star for all media advertising activity but language for describing them can be limited and often ends up being reduced to demographics... as if every 16-34 year old is the same.
Deep audience understanding is about so much more than demography. We consider variables such as attitudes, habits, location, life stage, household composition, income, brand preference, aspirations, reservations and countless other variables. We seek and celebrate difference within a broad audience to make sure messages resonate and they're delivered at the right time in the right channel.
Thanks to our Mission Group partner agencies we have access to the best of first party qualitative and quantitative research. We have direct access to industry leading third party tools like Kantar TGI and IPA Touchpoints to help our clients get under the skin of their target audience.
Audience understanding empowers everything from new product development (NPD) to channel selection and messaging. If you fix your target in the wrong place, you are destined to miss, so allow us to get under the skin of your buyers, understand what makes them tick and help bring success to your brand.
Our tactics
Our clients
Revlon
YouTube / BVOD / Paid Social
Driving sales for retailers across the UK and Germany...
Nesta
YouTube / Paid Search / Paid Social / Radio
Warming homes not the planet...
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FAQs
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Audience research is the process of analysing consumer demographics, behaviours, preferences, and motivations to understand target audiences better. It helps businesses create effective marketing strategies, personalise messaging, and improve customer engagement by delivering the right content to the right people.
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- Demographic data – Age, gender, income, location, and occupation.
- Psychographic data – Interests, values, attitudes, and lifestyle choices.
- Behavioural data – Online activities, purchase history, and engagement patterns.
- Social media insights – Follower demographics, engagement trends, and sentiment analysis.
- Competitor analysis – Understanding how audiences interact with similar brands.
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- Better targeting – Ensures ads and content reach the most relevant audience segments.
- Personalisation – Helps craft messages that resonate with specific consumer needs.
- Optimised media spend – Reduces wasted ad spend by focusing on high-value audiences.
- Content strategy alignment – Creates content that aligns with audience interests and behaviours.
- Enhanced customer experience – Improves engagement by addressing audience pain points and preferences.
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- Surveys and focus groups – Direct feedback from target customers using tools like such as TGI
- Social media listening – Analysing trends, sentiment, and discussions on social platforms.
- Website and analytics tools – Tracking visitor behaviour and engagement metrics.
- Third-party data sources – Industry reports, government statistics, and market research firms.
- Competitor benchmarking – Evaluating competitors’ audience engagement and marketing tactics.
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- Brands launching new products – Identifying ideal customers and market demand.
- Marketing teams – Refining campaigns for higher engagement and conversions.
- E-commerce brands – Improving customer retention and sales through targeted marketing.
To get started you can call 01598 760700
or email [email protected]
