Understanding your audience is essential for any media business, but paramount in the highly fragmented digital market. Connect Insight offer a range of solutions to help you understand who your audience is, their attitudes and behaviours. We can also help you reach and understand your potential target audience – those who you are keen to attract to your site.
Methodological solutions range from simple on site surveys to collect date from your current audience, to tapping into a sample of your potential target audience using an online panel. Deeper insights can be gained from qualitative research approaches with an emphasis on techniques that bring your consumer to life visually and insightfully.
Research output should contribute to strategic decision-making regarding content, commercial models and usability.
For clients exploring content needs and concepts specifically, audience research will play a part. Building on this however, content related research can be created. Whether it is honing an existing content proposition, or testing new concepts, thorough investigation into what your target audience likes and needs is important to safeguard your user base.
Qualitative methodologies are favoured in terms of the depth of insight elicited from respondents. However quantitative methodologies can play a part for smaller budgets. Eyetracking can also provide some interesting results. Use of stimulus will be key and the freedom to explore ideas and opinions will need to be reflected in the methodology.
Where relevant we like to bring your consumer to life both visually and in terms of depth of insight. Output should add meaningful direction to content strategy with respondents appraising your ideas, giving some of their own and identifying trends in opinion.