O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

A look at audience research for your organisation

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Próximos SlideShares
How To Ask The Right Questions
How To Ask The Right Questions
Carregando em…3
×

Confira estes a seguir

1 de 22 Anúncio

A look at audience research for your organisation

Baixar para ler offline

You can better meet the needs of your target audience with your digital marketing plan if you take the time to learn about them through audience research.

You can better meet the needs of your target audience with your digital marketing plan if you take the time to learn about them through audience research.

Anúncio
Anúncio

Mais Conteúdo rRelacionado

Semelhante a A look at audience research for your organisation (20)

Anúncio

Mais recentes (20)

A look at audience research for your organisation

  1. 1. AUDIENCE RESEARCH
  2. 2. WHAT DO AUDIENCES "LOOK LIKE?"
  3. 3. SENTIMENTS AND FEELINGS EXPRESSED PUBLICALLY What can you get from comments and questions? OTHER FEEDBACK OR SURVEYS What has your org or team done before that you can look at? ANALYTICS What can you see in your dashboards STILL NEED MORE? ASK THEM! WHAT DO YOU KNOW ABOUT YOUR AUDIENCES? 1. WHO ARE YOUR AUDIENCES? Your supporters, participants, partners, communities
  4. 4. STEP 1: DEFINE YOUR PROBLEM NEEDS AND CENTRAL QUESTION
  5. 5. 1. WRITE DOWN YOUR RESEARCH GOAL Explore and analyse issues, behaviours, test content strategy 2. WRITE DOWN YOUR PROBLEM NEED What you think is not working very well 3. WRITE DOWN YOUR MAIN RESEARCH QUESTION Central question you want to ask: why do people use the app in this way? Are people using the activities the way we hope, etc 4. UNPACK THIS INTO MORE RESEARCH QUESTIONS Expand on the above: what else do you want to know? What are your core question areas/ categories?
  6. 6. STEP 2: IDENTIFY YOUR AUDIENCE AND SAMPLE
  7. 7. 1. HIGH LEVEL WHO Whom do you want to understand better? Why? 2. WHAT DEFINES THEM? Place, demographics, relationship to you, attitudes, knowledge, experiences etc. Aim for variations (not everyone exactly the same) 3. HOW MANY PEOPLE MUST YOU FIND? a smaller sample works fine for qualitative research as this is usually about richness in detail – can be as little as 10 if you have enough variation; a bigger sample is usually needed for quantitative research as this is usually about scale. 100-300 (about 10% of the population for example) 4. HOW TO FIND THEM? can you invite them to participate? do you need to recruit them? Will you put out a call with the criteria? make sure you have as much variance as possible.
  8. 8. STEP 3: DETERMINE YOUR QUESTIONING METHOD
  9. 9. 1.SURVEYS Online, offline: people fill out questions (close ended or open ended) 2. INTERVIEWS (STRUCTURED AND UNSTRUCTURED, FACE TO FACE, TELEPHONE, ONLINE) People answer the same questions as everyone else; you do not ask extra or go off script (structured) You ask people questions without structure and go with the flow (unstructured) 3. FOCUS GROUPS AND WORKSHOPS Group questions, more open ended, less predictable 4. GUERILLA QUESTIONS On the streets, vox pops 5. USER TESTING, OBSERVATION Observing how people use a product, asking them how they did things SOME GOOD TYPES FOR OUR USES
  10. 10. 1. WHAT KINDS OF QUESTIONS ARE YOU ASKING? Qualitative or quantitative? Do you want lots of rich detail or mainly numerical data? Or a mix? 2. WHAT ARE YOUR/YOUR TEAMS SKILLS? What will be easiest for you to do? 3. WHO ARE YOU RESEARCH PARTICIPANTS? Think about your relationship with participants (especially if you are doing qualitative research) and how they will respond to you and the method. Consider if they are often consulted or surveyed and whether if could be helpful or unhelpful to stick with their comfort zone or not. HOW DO I CHOOSE?
  11. 11. STEP 4: CREATE YOUR QUESTIONS
  12. 12. 1.OPEN ENDED AND CLOSE ENDED (E.G. MULTIPLE CHOICE, TICK BOXES, SCALE) Use mainly close ended surveys with a few open ended for depth Focus groups, workshops, and interviews tend to be open ended Telephone interviews may be close ended for ease, depending on the situation like language or audio quality 2. THE QUESTIONS ARE RELEVANT AND RELATIVELY ORIGINAL They relate to your research question(s) They will add value to your knowledge and help you solve your problem They are original or tweaked from an open-source database Your team can see the value and relevance of the questions 3. LANGUAGE AND TRANSLATION Will you research be in the language of your audiences? Do you need translations? 4. SECTIONS Reate your sections to reflect your research questions or what came out of your research questions 5. LOGIC AND FLOW Does everyone answer all the questions? 6. OVERALL QUESTION TIME Surveys shouldn't take more than 20 minutes, interviews, focus groups
  13. 13. 1. PHRASING IS CLEAR, SIMPLE AND SPECIFIC You have been as specific as possible You are only asking one question in a question You’ve been as concise as possible You’ve avoided using loaded language or any jargon/sector specific language Options to choose from (e.G. Mcqs are well developed) 2. QUESTIONS ARE FRIENDLY Your tone should be helpful, considerate 3. YOUR QUESTIONS ARE NEUTRAL They do not lead people to answers 4. QUESTIONS HAVE A LOGIC TO THEM 5. SAVE YOUR DEMOGRAPHICS FOR LAST (MAKE THE END EASY) QUESTION STYLE
  14. 14. STEP 5: DISTRIBUTE YOUR QUESTIONS
  15. 15. IS YOUR QUESTIONNAIRE/ ARE YOUR QUESTIONS EDITED AND CHECKED? HAVE YOU RECRUITED YOUR SAMPLE OR KNOW HOW TO FIND THEM? ARE YOU DOING YOUR RESEARCH FACE TO FACE OR ONLINE, OR VIA INSTANT MESSAGE, SMS? DO YOUR RESPONDENTS HAVE ALL THE INFO THEY NEED TO PARTICIPATE? ARE YOU PUTTING OUT AN OPEN CALL ON SOCIAL MEDIA, WEBSITE, OR NEWSLETTER? HAVE YOU GOT AN INCENTIVE FOR RESPONDENTS TO THANK THEM FOR THEIR TIME OR USE OF DATA? LUCKY DRAW? DO YOUR LINKS WORK?
  16. 16. STEP 6: ANALYSE YOUR RESPONSES
  17. 17. SIT WITH YOUR DATA Look through it, what can you see? What is expected/ unexpected? What patterns can you see? ORGANISE YOUR DATA pull out the stats pull out graphs or tables you want to keep pull out the questions you want to keep CODE YOUR QUALITATIVE DATA Create columns Allocate numbers in each column for different themes or topics in answers SUMMARISE Write short summaries of your theme patterns Write short summaries on your quantitative data
  18. 18. STEP 7: PLUG THIS INTO YOUR STRATEGY/ AND CREATE PERSONAS
  19. 19. CHOOSE A FORMAT TO PRESENT YOUR FINDINGS Create your audience overviews in a simple form slides, written reports, infographics? UPDATE YOUR COMMS STRATEGY OR CONTENT SCHEDULE How do your findings influence how you plan your content? how do your findings influence how you want to manage these relationships and your goals? How will your comms change? CREATE A PERSONA/ PERSONAS create an audience persona that embodies the characteristics you have seen – you could either do simple ones or break them into more complex characters.

×