Audience research: practical outputs for strategy and performance
Communication audience research gives you clear evidence on who your audience is, which channels they use, and what genuinely interests them in content. You can set your communication strategy with more precision, choose the right media mix, and test which message or creative directions have the best chance to perform. We deliver the outputs as a clear report plus recommendations — ready to use in campaigns.
Quick summary:
- Audience profiles (who they are, what they deal with, how they decide)
- Segmentation / personas for communication and content
- Which channels and formats they consume (online and offline)
- What motivates them — and what puts them off (barriers)
- Message / concept / communication variant testing (what lands)
- Recommendations for messaging and tone of voice
- Recommendations for channel choice and campaign priorities
- Option to combine qualitative research and quantitative research methods
- Targeting even very narrow groups, based on your brief
Benefits for strategy, content, and performance
When you know who your audience is, what they need, and where to reach them, you stop “shooting in the dark”. Audience research gives you concrete inputs for strategy, content, and campaigns — and clearly shows which message has a real chance to work.
- A clear audience instead of assumptions — you get specific data on who your audience is (profile, needs, motivations, barriers) and who you should not target.
- Segments/personas that work for strategy and creative — we translate data into segments and descriptions that are usable for content planning, messaging, and campaigns (not just a demographics table).
- Channel and format choices based on real behaviour — you learn which channels and content formats the audience truly uses — and what they ignore. For a dedicated deep dive, see also:
media and social media research. - Validate messages before you invest budget — we test which communication variants are most likely to work — and which increase the risk of “this doesn’t resonate with us”.
- Clear priorities: what to do now (and what can wait) — the outputs are not only findings, but also actionable priorities for strategy and next steps.
What we solve and who it’s for
We help you identify who your target audience is, what drives and blocks them, how they consume content, and which messages and channels make sense for them. This is most often used for strategy work, campaign preparation, a rebrand, or when performance stagnates and you need to understand why.
Who this communication audience analysis is for
- Marketing / Brand — strategic targeting, positioning, communication direction
- Digital & Performance — audience targeting, channel selection, campaign optimisation
- Comms / PR / Content — themes, tone of voice, content priorities
- Product / CX — when communication ties to a product or customer experience change (customer journey mapping)
What you will get
Depending on your brief, we typically deliver a combination of:
- Audience profiles (who they are, what they deal with, how they decide, language and arguments)
- Segments / personas for communication (clear for marketing and creative teams)
- Content and channel consumption map (where to reach the audience — and with what)
- Message evaluation and recommendations (message pillars / arguments that make sense)
- Testing communication variants (e.g., concepts, claims, message variants — based on what you need to validate)
- Presentation and report (including clear priorities: “what to do first”)
- Optional interactive reporting in an online app, if useful for you
We propose the exact output mix tailored to you — based on campaign objectives and your current decision stage.
Verifiable reasons why it works with us
We build on proven methodology and experience: we can target even narrow groups and combine qualitative and quantitative approaches depending on the goal. Our professional grounding is also backed by membership in industry associations (ESOMAR, SIMAR, SAVA, MSPA). We always translate results into practical recommendations you can use in communication and campaigns.
Questions and answers
What is communication audience research?
Research that describes your audience (profile, motivations, barriers), their media behaviour, and validates which messages/communication work for them.
When is it worth investing in this?
Typically when you’re building a new strategy, launching a campaign, preparing a rebrand, changing your target audience, or when communication performance stalls and you need to understand why.
What outputs will I get?
Most often: audience profiles, segments/personas, a channel map, message recommendations, plus clear priorities for next steps.
Can you target narrow or highly specific groups?
Yes — based on your brief, we can work with narrowly defined groups.
Is it more qualitative or quantitative research?
It depends on the goal. Often the best approach is a combination: qualitative to understand “why”, quantitative to validate “how many” and “how strongly”.
How is this different from customer segmentation?
Customer segmentation splits the population into groups based on similarities; communication audience research also translates that into practical recommendations for channels, messaging, and campaigns.
Will this help performance campaigns, too?
Yes — typically by improving targeting (who), messaging (what), and channel choice (where), so you test less blindly.
