Using an audience insights tool for market research and maximizing ROI
To carry out a market research study using an audience insights tool, you would start by choosing a group that you want to communicate with or that is representative of or similar in characteristic to an audience you want to target. This may be your existing client base, potential clients such as visitors to your website, or followers of your competitors’ social media accounts. By entering their email addresses, phone numbers, or usernames into an audience insights tool, you can then obtain a typical audience profile or persona.
Depending on the tool you use, you will be able to view detailed socio-demographic and behavioral information pertaining to the persona. This may include variables like media preferences, hobbies, or brand affinities. By comparing your target persona to a reference audience, you can verify which characteristics and behaviors of your group are truly unique.
You can then define a target persona based on the unique characteristics of your group and in accordance with your specific marketing goals and business objectives. This persona can be used to guide audience segmentation, content creation and strategy, media buying, event planning, influencer marketing, and campaign analysis—and improve your overall marketing ROI.