Audience Analysis

Audience analysis

By spending hours online every day, savvy consumers have learned to filter out a lot—to ignore stock images and generic ad campaigns that speak to a stereotype. For brands that want to engage internet users, marketers have to create content that resonates by being eye-catching, interesting, and relevant to certain consumers. To develop content and campaigns that attract and inspire, you have to know your audience: who they are, where they are, and what they’re actually interested in. Audience analysis helps you do that.

Audience analysis is critical for crafting brand messaging and content that speaks to real people. With the right social listening toolkit, firms can use social data to learn more about their existing and potential customers and find ways to truly connect with and stay in the minds of the audiences most valuable to their brand.

Audience Insights Dashboard

Audience analysis the digital way: market research made easy

Organizations can carry out audience analysis using traditional market research tools such as surveys, interviews, and focus groups. However, conducting focus groups and interviews can be time-consuming and cumbersome, however. And considering how busy consumers are today, online or e-mail questionnaires may fail to provide organizations with adequate sample sizes.

To save time and money, firms may choose to use an audience insights tool like Profiler. Software that is designed to supply you with the insights about target groups makes it easier to research the demographics, locations, interests, affinities, preferences, and other aspects of the audience you want to reach.

Audience Analysis on Top 20 Hobby and Activity Interests

Using audience analysis to improve your marketing strategy

Audience or consumer analysis can be used to create a target persona, or a representation of your model customer, based on the demographic categories your audience fits into as well as their shared interests, lifestyle choices, and online behaviors. Audience insights help you:

  • Select the most effective channels to reach your target group.
  • Identify social influencers to partner with in amplifying your assets.
  • Define niche audiences to target on social networks.
  • Create compelling content that is likely to interest your target audience.

How to carry out market research using an audience analysis tool

First, you’ll want to find an audience of interest, or what your firm considers to be an audience worth targeting or investigating. This could be people who have already purchased your product or service, subscribers to a mailing list, or followers of your social media accounts or that of your competitors, for example. You can then import this information, which could be email addresses, phone numbers, or usernames, from your internal database into Synthesio Profiler or a similar audience analysis tool.

By working with Facebook, Profiler can provide you with a lookalike persona, or a profile representative of your group, based on various shared demographic characteristics, interests, behaviors, and other variables. In this way, the tool helps you discover and define a typical target audience profile based on what makes your group unique. This profile can then be used to inform product development and improve the ROI of various marketing initiatives: audience segmentation, product positioning, content creation, product offers, social media engagement, influencer and brand partnerships, media buying, and overall brand strategy.

Understanding your customers, your audience, and the market better using Synthesio

Synthesio’s Social Intelligence Suite provides you with an intuitive and powerful set of social listening, social analytics, and audience analysis tools. With Social Listening Dashboards, Synthesio helps you make sense of the billions of conversations happening on social media, showing you what’s relevant to your brand, your followers, and your business.

With Profiler, Synthesio lets you dive deep into audience demographics, preferences, and behaviors, allowing you to get to know your client base, your competitor’s fans, or other type of target audience better. Profiler exposes consumers’ digital body language, helping you develop relevant content for your specific audience, choose the best influencers and events to partner with, and create the perfect message for your next social media campaign.

And with Signals, Synthesio’s AI-powered trend detection, and insights module, you can stay on top of emerging trends online. Built with the rigor of market research, Signals surfaces insights you might otherwise miss. Signals shows you the most relevant shifts in consumer interest, co-mentions, peaks in engagement, and viral media you need to be aware of. Stay in the know to protect your brand image and never miss an opportunity to lead the market.

Viral Content Dashboard

How Paprika Uses Audience Insights to Help Clients Develop Their Brand Strategy

“Profiler is the starting point for data based brand strategies. We use it to help our clients understand their environment and better know their customers, but also to brief the creative and marketing teams so that they can build content that will really meet the needs of the audience.”
Julie Debonne, Paprika
Download Case Study
paprika-logo

FAQs

What do you mean by audience analysis?2020-02-04T15:15:40-05:00
This refers to the process of collecting information from a group representing your target audience and then using that information to detect meaningful patterns in order to obtain actionable insights that you can use to better communicate with that audience. This can involve the use of traditional market research tools like surveys and focus groups or the use of digital tools to investigate the demographic, psychographic, and/or behavioral characteristics of your target audience.
What is the value of audience analysis?2020-02-04T15:15:44-05:00
This type of analysis is vital for organizations that want to connect with specific audiences online. It helps you better understand the socio-demographics, interests, and preferences of an audience—audience insights that can be used to optimize marketing and PR efforts. Audience analysis allows you to define target personas, which are essential for targeting niche groups on social media, crafting relevant content, and focusing your media spending on the channels and platforms that really matter to your audience.

What are the different types of audience analysis?2020-02-04T15:15:56-05:00
Audience analysis used for online communication purposes can be divided into three types: demographic, which deals with socio-economic factors such as education level or household income; psychographic, which is concerned with the shared values, attitudes, and opinions of a target group; and, behavioral, which may focus on activities such as online purchasing behavior or media consumption patterns.
2020-02-25T16:45:19-05:0018 February 2013|

About the Author:

As a marketing associate at Synthesio, Carmen creates content related to social intelligence and marketing by making connections between Synthesio's software and real-world applications. She also works to monitor and optimize Synthesio's social platforms. Outside of work, she enjoys reading, dabbling in art, and spending time with family and friends.