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Consumer research: The key to knowing and growing your audience
Quick: Describe a typical member of your audience. How old is she? Where does he work? Where does she live? What does he read? What does she eat? What does he drive? Where did she go on her last vacation?
The answers to these questions—and many more—can help you define your audience, develop programs that will appeal to them, and determine where to focus your marketing efforts in order to reach people like them.
Consumer research tells you what your audience likes and dislikes, and how they choose to spend their time and money. The more you know about your audience, the easier it will be to find them, speak to them, and get them in the door. Start your consumer research by reviewing these practical resources.
Culture Track 2007
Date Posted:
01/2008 Summary:
LaPlaca Cohen, in partnership with Discovery Communications and Antenna Audio, released Culture Track 2007, a new national study looking at attitudes and behavior of cultural audiences.
A Portrait of "Generation Next": How Young People View Their Lives, Futures and Politics
Date Posted:
01/2008 Summary:
In coordination with Generation Next, an initiative aimed at studying the lives and opinions of young people, the Pew Research Center for the People & the Press conducted a special survey in September and October 2006. The survey included an oversample of 18-25 year olds, who were reached on both landline and cell phones.
To place Generation Next in perspective, this report also draws on the full history of Pew Research Center surveys over the past 20 years, as well as exit poll analysis and census data on youth voting patterns. For more details on the Gen Next survey and other data sources, see pages 42-43.
