Getting to know your audiences—research options and applications
From building your website to understanding who your supporters are, audience research is a key practice in making smart communications decisions. This session will explore the pros/cons of different research methods, including but not limited to surveys, interviews, and focus groups, and discuss the equity implications for each one. We’ll also discuss how to turn that research into different tools for characterizing your audiences (profiles, personas, mindsets, etc.), and how to use audience research in decision-making. You’ll leave the session with tools you can start using including sample interview and survey questions and a worksheet for developing an audience persona.
Attendees will be able to…
- Compare and contrast different research methods and make decisions about when to use them
- Apply new ways to use audience research in crafting communications and fundraising strategies
- Conduct interviews and draft surveys with more confidence and clarity