Understanding your audience’s online behaviour and information needs will help you deliver the right message or experience to the right audience at the right time to motivate the right action. We do this using a number of research methodologies:
Digital Habits Assessments
Our digital habits assessments will uncover your audiences’ digital habits and online conversations, so you know:
- Where your audiences currently spend time online in a given context?
- Where they go to find information?
- How they currently consume content?
- What devices do they use?
- What formats content is consumed in?
- Find and prioritize content/information that’s top of mind and highly relevant to your audience
- Find where conversations pertaining to your area of interest are happening online
- Understand how content is currently being organized
- Organize content based on audience segments to provide a foundation for content marketing and editorial calendar planning
Needs Mapping
Our Needs Mapping process identifies the universal triggers for your product or service. It combines:
- The priorities of your customers
- Mapping the decision-making process of prospects,
- Aligning those to your company’s expertise and objectives
When integrated into a content, community or media program, this information will attract the best prospects for what you offer and generate leads and sales.
Digital Ethnography
Our Digital Ethnographic research involves the observation and analysis of audience behaviour online in a natural and unobtrusive way, to help you:
- Uncover behavioural patterns of audiences online, that aren’t always driven by a tangible need
- Uncover existing cultural narratives in a given space and provide insight into audience values and the meanings they associate with brands and symbols
- Determine your target audience – Narrow down and prioritize sub-cultures of audiences
- Create content and experiences that appeal to audiences at a deeper, emotional level
- Either create or get absorbed into grass roots movements.