Audience research can answer various questions. For example, about your visitors themselves or their user profiles, but also about their appreciation or evaluation of your offerings and their needs or motivations to use or not use your services. The type of research you conduct depends on the question you want to investigate.
Quantitative or qualitative
Questions about visitors or user profiles are answered with quantitative data, for example, through a survey or data analysis. Appreciation can be investigated both quantitatively and qualitatively, using a rating or interview. Needs and motivations are best uncovered using qualitative research methods, such as in-depth interviews or usability testing. For every research question, there is a different method of audience research. Are you investigating multiple questions? Then combine different research methods.
Audience research helps you better understand and reach your target audience.
5 commonly used methods for audience research
1. Data analysis
Through the statistics of your website or channels, you gain insight into your users. Statistics help you map out your target groups, visitor numbers, and their preferences.
Tip: start small, make a few changes after analyzing the data, and check the results a month later.
In practice
The Anne Frank Foundation discovered through data analysis how they could improve their website. For example, they adjusted the ticket section, the second most important part of the website. They noticed that visitors were only purchasing one type of ticket, even though multiple options were available. This section of the website was reorganized. A page was added that displays all ticket options. Instead of 'buy a ticket,' they used 'choose a ticket.' Within just a few days, visits increased significantly: visits to the English ticket section increased tenfold, and the Dutch version was visited almost 4.5 times more often.
2. (Micro)surveys
A survey or questionnaire is used to learn something specific about your visitors. In a microsurvey, you ask just a few short questions on a very specific topic. This increases response rates because visitors find it simple and quick to fill out.
Tip: every question is one too many. Consider whether you can really use the answers and remove unnecessary questions.
In practice
Visit Gooi & Vecht organized a heritage festival together with several cultural institutions. Through a pop-up on their website, they asked visitors about their experience and appreciation of the festival. This revealed that the festival attracted many new visitors and that there are opportunities to encourage repeat visits.
3. Focus group
In a focus group, a moderator interviews multiple people simultaneously. They share how they experience the offerings and provide advice. Focus groups offer insight into the different interests and perspectives of a group of users.
Tip: focus groups can be conducted online or in person. Make them interactive by providing examples or assignments.
In practice
In Flanders, research was conducted on cultural participation during and after lockdowns due to the coronavirus pandemic. In addition to surveying more than 13,000 culture enthusiasts, the researchers also spoke with various focus groups. The focus groups were used to validate the insights from the questionnaires. Curious about the full research report? Visit the website of culture and media. (opens in new tab)
4. In-depth interviews
In an in-depth interview, you take the time to thoroughly question a user. This allows you to ask follow-up questions and refine findings.
Tip: interview a diverse group for a broad perspective of your audience. A standardized questionnaire provides structure.
In practice
The National Museum of World Cultures conducted telephone interviews with people who attended a hybrid lecture. They interviewed both visitors at the museum and those who followed the lecture via a livestream. This allowed the team to compare the experiences of these two groups. The interviews provided insights into the audience's needs. Improvements were immediately implemented during subsequent episodes of the series. Findings from the research are also being used to better align form and content in new projects.
5. Usability testing
Usability tests show how users interact with your digital offerings or website. You can assign specific search tasks and observe whether they can find the information. These insights allow you to make improvements to the user experience (UX).
Tip: conduct usability tests digitally via screen sharing or using software that records on-screen movements.
In practice
The Literature Museum wanted to understand how online exhibitions are experienced. By observing how users viewed the exhibition, the museum learned, for example, that many people view exhibitions on their phones or tablets. Additionally, many visitors find the online exhibitions through social media posts. As a result, the museum added more layers to the online presentations, ensuring there is enough to explore both in five minutes and during a longer visit.
Audience analysis, why?
Audience research or audience analysis may seem unnecessary. However, it helps you understand your audience and make decisions based on their needs. It is a form of data-driven work that places the audience at the center. This is important because the world and the audience are changing. Offerings that once drew full houses may not always align with the audience of the future. By researching and analyzing your audience, you can create offerings that match their desires.
Audience research to define and reach your target audience
Audience research mainly provides insights into your existing audience. But what if you want to define or reach new target groups? DEN also offers tools for defining target groups and mapping your online audience.
- Learn from other cultural organizations how to define your online audience.
- Delve into the audience of the future.
- Read about the different goals of audience research and how to analyze step by step.
Do more with data
Audience research is a form of data-driven work: you answer a question based on data. This allows you to make decisions based on data instead of gut feelings. Curious about what else you can do with data and how to responsibly use audience data?
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