Knowing your audience

The success of any communications activity is based on knowing who you are speaking to. Once you have identified your target audience(s), you need to find out as much as possible about them to ensure you are using the most effective routes to communicate with them.

Research can play an important role in building and measuring effective communications campaigns. This section provides an introduction to market research and how it can add value to your communications plan.

Market research

Though there are many different sorts of research, it can be broken down into two basic types: quantitative (statistics) and qualitative (opinions) research.

Quantitative research is great for creating attention grabbing statistics such as ‘50% of the population say…’. Qualitative data will give you a more in-depth understanding of something as people will be asked to give their opinions.

For more information about conducting quantitative and qualitative research please click here.