Precision targeting is paramount in the constantly evolving landscape of advertising. As technology advances, attention spans are fleeting. Gone are the days of one-size-fits-all marketing strategies. Customers are looking for brands whose values align with their own, complete with personalization. Brand success depends on connecting with your ideal customer base in a personalized way. How would you know exactly what your customer base is looking for? The answer is audience research. 

Why is Audience Research Important?

Think of audience research as a roadmap. It tells you which route to take in order to reach your ideal customers in an effective manner. Not having audience research to back up your efforts would be like attempting a cross-country road trip without a map. Being uninformed about a path would lead to wrong terms and frustration. The same can be said with a lack of audience research. 

Audience Research and It’s Building Blocks

The main parts of audience research include: 

• Demographics: Age, gender, location, household income, highest degree completed, and other quantifiable characteristics work as the beginning of audience research. 
• Psychographics: On a deeper level, psychographics evaluates your audience’s interests, lifestyles, values, and behaviors. This is where we can find more factors that drive the decisions of your audience.
• Behavioral Data: Tracking online and offline behaviors reveals valuable patterns. You can learn about their browsing habits, purchasing history, and brand preferences.
• Technological Information: For digital advertising, understanding the devices and platforms your audience uses is crucial.
• Market Segmentation: Separating your audience into groups based off of varying characteristics will help inform messaging. 
• Competitor Analysis: Studying your competitors’ audiences can allow you to fill a gap in the market or improve upon something already out there.

What Can Audience Research Do For You?

• Advertisement Precision: You can accurately pinpoint your ideal customers and their online journey. Rather than putting an ad out to everyone, you can focus resources on those who will engage with your brand.
• Relevant Content: Knowing the values that the audience cares about, you can make content that resonates. No matter the form, the content can be fine-tuned to speak directly to the audience’s values and interests. 
• Brand Loyalty: Understanding your audience’s behaviors helps you build stronger relationships. This can take loyal customers and transform them into brand advocates.
• Competitive Advantage: Knowing your audience can keep you focused in an over-saturated market. You can differentiate your brand by delivering exactly what your customers want.

Case Study: The Power of Audience Research to Inform a Rebrand

Bigeye performed an in-depth consumer research study on recent, past, and non-purchasers of mangos that provided valuable insights and data to our team to, along with board member feedback, help guide the direction of the new brand. We identified that most purchasers and non-purchasers associate the words “juicy”, “tropical”, and “sweet” with the fruit, and that over one-half of all purchasers have eaten a mango by itself or as a snack in between meals. With these insights in mind, we partnered with the board members to build a brand campaign that excited consumers.

The fresh brand story didn’t just delight our clients. Customers all over the country rediscovered the joy of mangos. Along with a fresh look across all channels, we delivered a completely redeveloped consumer-facing website experience, mango.org. The reimagined web experience and attention-grabbing and expertly targeted ad campaign drove a massive 23% increase in engaged visitors overall. The campaign brought explosive audience growth, with video advertising, paid social, and display advertising bringing in the highest increases in audience acquisition — with new users increasing 726%, 275%, and 647%, respectively, overall.

The Future of Audience Research

As technology continues to advance, the landscape of audience research is following closely behind. Artificial intelligence and machine learning are being used to analyze large datasets, uncovering insights that previously took a significant amount of work and time to uncover. Moreover, the increasing emphasis on data privacy regulations prompts advertisers to find innovative ways to gather important data without compromising privacy.

The art and science of audience research is more critical than ever in the world of advertising. It’s not just about knowing your audience but understanding them on a deep and profound level. This knowledge gives advertisers the power to create content and campaigns that resonate, build lasting customer relationships, and, ultimately, drive business success. In a world where precision is of the utmost importance, audience research is the guide in your advertising journey.