Audience Research

2008-05-22 11:08:55

( Business )



What is Audience Research?

Audience research is a form of communications research which is highly similar to conducting a consumer survey. It is usually done before an actual communication process takes place with the intended audience. Audience research is widely used by providers of mass media, such as television and radio stations.

Demographic features of the intended audience - age, gender, educational level, and social status - are derived. You also need to gather information about their general attitudes, behavior patterns, interests, and preferences. You can acquire such data from previous surveys or from independent researchers who conduct phone call or mail surveys. Other useful sources are internet blogs and e-mailed feedback from viewers regarding a specific program.

Benefits of Audience Research

Just as a marketing survey can give ideas about what a specific target market might want in a product, audience responses to surveys can also provide the TV or radio station with valuable feedback on what particular audience segments want to see or listen to.

Analysis of audience research results can help you determine future strategies in promoting and launching new programs. For instance, audiences responses about favorite recipes can guide you in developing the material for a TV culinary show.

If you are able to adapt your program to audience preferences, you can maximize its attractiveness and popularity. Popular shows with high audience viewing can get more financial and resource support from sponsors. In turn, the increased sponsorships will enhance profits for the TV or radio station.

Where to Get Audience Research Data

You can conduct your own surveys long before formulating and implementing your show plans. This gives you the advantage of customizing your survey questions to suit your own data needs. You should also devise an effective way of receiving the responses promptly, and your research analysis methods must be technically reliable.

If conducting your own audience research is too expensive or time-consuming, you can make use of secondary data from various organizations that regularly do research studies for different purposes. While these may also cost money to obtain, you can at least save a lot of energy from having to conduct the research yourself.


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