Develop a deep understanding of your customer
As organizations strive to become more customer-centric, they are fast realizing the importance of developing foundational audience research that can be shared across the organization to build awareness and empathy for customers.
Create better, more inclusive products and services by building a depth of knowledge about a broad range of people, their needs, motivations and usage contexts.
Audience Research in Practice
Audience research (also referred to as user research, UX research and generative research) encompasses a range of quantitative, qualitative and mixed methods for collecting and analyzing data.
Different user research techniques include:
One-on-one interviews provide rich perspectives and insights. We conduct hundreds of interviews a year on behalf of our clients with users and stakeholders of their products and services.
Analyze data to uncover patterns and commonalities among user groups or segments and use this to create profiles of audience organizations and users.
Turn users into people by creating ‘personas’ that are supported by data and human in quality.
Observation is a powerful tool to learn about customers in their natural environments. It uncovers problem spaces and context: how and where people get tasks completed, what works, what doesn’t, and who is involved.
Use survey methods to gather quantitative data on a range of questions that support understanding of market and audience perspectives, attitudes and reported behaviour.