Audience analysis: What is it and how to do it? (2023)

Article summary

To sell successfully, you should understand who your target audience is, where they live, what they like, how to reach them. In this article, you will find a step-by-step guide to deep audience analysis with social listening tools.


  1. What is audience analysis?
  2. Why do audience analysis?
  3. How to do audience analysis?
  4. Wrapping up

Target audience analysis is the new consumer research. What used to take face-to-face interviews, consumersurveys, opinion polls, and focus groups is now a matter of choosing the rightsocial listening tool that will take care of both research and analytics.

At this point, most (if not all) of your current and potential customers are on social media. And whilesocial media monitoring is a keypart of digital marketing technology, social listening is how you go beyond social media posts and directly to the users behind them. In other words, social listening is a shortcut to reliable consumer insights minus the hassle.

If you want more proof, I invite you to read up on thedifference between social media monitoring and social listening. If you're convinced as is, I invite you on an audience analysis journey. Together, we'll explore the ways to use social listening for consumer research.

In caseyou feel like you might need a crash courseor a quick recap of the many use cases of social media analytics, check out our guide on how to use a social listening tool.

What is audience analysis?

In simple terms, audience analysis is a full scan of your target markets in terms of:

  • demographics
  • locations
  • languages
  • attitudes
  • interests
  • beliefs

And so on. Audience to target that you research can be as broad or as narrow as you prefer, stretching from the location of your customer base to factors like political alliances and stances in public debates.

The one place where all of this information is publicly available is social media. It's essentially the world's largest database of consumer insights, with every age group represented in sufficient quantities. Target audience research relies on social data obtained via 24/7 monitoring of social media postsand the rest of the web, which means first-hand customer data.

The best partis how resource-undemanding yet effective target audience research with social listening is. The only tool that you'll need is an audience analysistool of your choice, and that's it in terms of the budget. Once you've settled on a toolkit, audience analysis is underway as social media monitoring and listening are everything you'll need to get reliable results.

Why do audience analysis?

Audience analysis is the cornerstone of any business and marketing strategy. For new businesses, it's a brilliant way to gain a basicunderstanding of target audiences: geographic distribution, trends, preferences,interests— you name it.

When it comes to advertising campaignsplanning and daily marketing activities of well-established brands, audience analytics provides an opportunityto answer very practical questions such as:

  • What topics are popular withdifferent target groups?
  • What platforms bring the most audience engagement?
  • Which of the competitors' campaigns work best across audiences?
  • Which targeting criteria will secure maximum audience coverage?

Naturally, the list is not exhaustive and you discover more and more use cases of audience analysis as you go. Depending on the results of your initial audience analysis, you can decide how much further you need to go with researching a particular audience to target.

(Video) Audience Analysis

How to do audience analysis?

Unlike consumer research, traditionally done via face-to-face interviews, opinion polls, and focus groups, target audience analysis relies onsocial media data, publicly available and perfectly searchable.

The problem is, social media is huge, and nobody has sufficient time or capacityto be scanning social networks all day, every day. This is where social listening tools step in— your relentless helpers monitoring all of the Internet to find real conversations around the things important to your business.

For this audience analysis how-to, I'll be using Awario,but you're welcome to experiment and find a perfect software for your digital marketing needs.

Step 1. Set up mentions monitoring

Social listening starts with setting up mentions monitoring. Here, you need to decide on the keywords your social listening tool will be tracking. Your first choice is your brand name, then go product or advertisingcampaign names.

Forpurposes beyond target audience research(for example, if you want to generate leads on social media), it's also good to expand into branded analysis with your competitors and their basic product descriptions in focus.

Audience analysis: What is it and how to do it? (1)

To access a wider audience through more generalconversations around your product category or industry, you can create a separate mentions monitoring alert for niche-specific keywords like the name of your industry. This way, you'll expand audience analysis to the users not yet aware of your brand but already researching your product category.

Depending on how many brands, sources, locations, and languages you want to track (this can be adjusted in your alert settings), it takes anywhere from a couple of seconds to several hours to pick up every single post with yourkeywords found online.

Give your social listening tool some time to process enough data and go right for the audience analytics.

(Video) Knowing Your Audience // Audience Analysis for Public Speaking

Step 2. Go to the Dashboard for audience analytics

Audience analysis: What is it and how to do it? (2)

The Dashboard is where all major social listening insights live. As a rule, the dashboard is interactive and flexible, which facilitatesfindingplatform- or time-specific data. All of the analytics are in one way or another valuable for putting together traits your target customers share, as the data comes from real user conversations around your business andindustry.

If you create alerts for competitor brands,when setting up conditions for brand monitoring, your social listening tool will track mentions of those as well, which can be of great use in learning more aboutaudiences you share. In addition to that, when you have several brands in your social listening project, you're able to benchmark their analytics against each other.

On Dashboard, Awario analyzes up to three mentions at the same time.

Step 3. Take a closer look at your target audience

The Dashboard is populated with solid insights into brand perception, its reputation, and the amount of brand-related queries generated on social. Depending on the alerts you choose to examine, dashboard analytics will be different. You can view each alert separately to identify gaps or add multiple alerts to the same dashboard forbrand-to-brand comparison.

While analytics like the volumeof mentions and the sentiment behind them help you understand the conversations around your business and the type of feedback you receive, the rest of the insights are more audience-oriented.


Audience analysis: What is it and how to do it? (3)

Targeting the audience by Gender through Awario's newest audience demographic analytics gives you an understanding of your customer demographics. With this knowledge, you can make more informed decisions on targeting,reach new audience groups, and even design better products.


Audience analysis: What is it and how to do it? (4)

Targeting the audience bygeography, you can research Countries. By analyzing every post featuringyour company found online, social listening tools map them across the world to highlight the locations where people talkabout your brand.

When in addition to your brand you also track competitor'saudience, you're able to see customer distribution in perspective.

If you're a global brand serving locations all over the world, make sure you include every variation of your brand name in different languages to get comprehensive monitoring results and a well-populated map.


Audience analysis: What is it and how to do it? (5)

If you set up mentions monitoring in multiple languages, social listening tools give you a breakdown of the mentions' languages. Language insights, much like location insights, are valuable for understanding your audiences, improving targeting, and checking real demand for your products or services across different market segments.


(Video) How To Write A Speech 1/5 - Purpose & Audience Analysis | The POWER Method

Audience analysis: What is it and how to do it? (6)

Sources are the platforms your brand mentions were found on. The more platforms you set your social listening tool to track, the more thorough the breakdown will be.

Sources are the social networks and web platforms your audience engages with most. These insights are needed to develop a coherent social media marketing technology and marketing strategy and gain an understanding of the coverage your brand receives.

Topic cloud

Audience analysis: What is it and how to do it? (7)

The topic or word cloud is real-time analytics of the words and phrases featured alongside your brand name most often. Topic cloud is brilliant if you want to discover trends,running themes, and questions your audiences bringup when talking about your company.

Make sure you keep an eye on the topics important to your customers as these reveal user concerns and help you understand the real attitudes towards your brand online.

Mentions and Influencersis a feed populated with the most important and popular mentions of your brand/competitors/products. It gives you a quickoverview of niche influencers and opinion leaders who could be useful in managing campaigns and expanding your customer base.

To focus on specific audience membersand discover more influencers, we'll move from the dashboard into the mentions feed.

(Video) Audience Analysis

Step 4. Connect with your audience's influencers

Social media influencers can be powerful allies in winning and retaining audiences. Whether you're after thepersonal connection that influencers strike or the brand authority theyboost, make sure you use social listening to identify opinion leaders valued by your audiences.

There are many ways tofind social media influencersusingsocial listening tools, and the greatest thing about it is you get to identify very specific opinion leaders with different types of following and communication.

Start by going to the Mentions feed and sorting the posts by Reach— the total number of impressions they generated.

Audience analysis: What is it and how to do it? (8)

You're welcome to switch between different social media networks and time slots to discover influencers who'll work best with any particular target audience group. You can alsotake it one step further and apply a reach limit to pinpoint micro- or macro-influencers only.

Audience analysis: What is it and how to do it? (9)

The same process can be applied to yourcompetitors' mentions feeds. By identifying and connecting with the influencers your competition works with, you can winpowerful brand ambassadors whose message will resonate well with a similar target audience.

Most social listening tools let you interact with posts directly from the app. This meansengagingwith influencers as you go byreplying, sharing, liking their content, or contacting them via DM's.

Pro tip: check account type

If you want to use your audience as a pool of potential brand ambassadors, make sure you check the account types breakdown available in Awario's social listening reports. This way, you'll know how much influencer potential there is in a given target audience.

Audience analysis: What is it and how to do it? (10)

Step 5. Research and check user feedback

Now that we're working with raw user data, the time is perfect for fetching customer feedback on the products and services you or your competitorsare offering. In any of your mentions feeds, run a search by a name of a product or a particular feature you want to analyze. Social listening tools let you check real user feedback, including from untagged brand mentions.

Audience analysis: What is it and how to do it? (11)

(Video) How to Do Awesome Audience Analysis

As soon as you've spotted any concerns or issues your audience likes to talk about, conduct a study! You read me right: social listening tools empower you to run research of any scale, studying your audience's attitudes towards anything from climate change to vaccination.

Fire up mentions monitoring using your research topic as a keyword and enjoy reliable findings with minimum involvement.

Wrapping up

Targeting the audience via social listening is the onlysure-fire (and 100% respectful of any privacy policy) way into your customers' minds and hearts. Social listening tools reduce the process of researching your customer base to setting up continuous social media monitoring and keeping an eye on the analytics. Make sure you give target audience analysis a go with a social listening tool of your choice and experience consumer research on a new level.


What is audience analysis explain it? ›

Audience analysis involves identifying the audience and adapting a speech to their interests, level of understanding, attitudes, and beliefs. Taking an audience-centered approach is important because a speaker's effectiveness will be improved if the presentation is created and delivered in an appropriate manner.

What questions do you answer in audience analysis? ›

Public Speaking: 10 Questions To Analyze Your Audience
  • Who are they? ...
  • Who are you? ...
  • What do they value? ...
  • How relevant is your topic to them? ...
  • How much do they already know about your topic? ...
  • How much do they need to know in order to accomplish your goals? ...
  • Do they view your topic favorably, neutrally, or negatively?
13 Jun 2017

What is audience analysis and its example? ›

What is an example of audience analysis? A clothing company might think the world is their target audience, but they could develop several different specific audiences such as skaters and hikers. The process of identifying the characteristics of these target audiences is audience analysis.

How do you analyze a audience? ›

Tips for Analyzing an Audience
  1. Define target audience. In most audiences there will be a mix of opinions about any topic. ...
  2. Research. At times, a presenter may be able to learn about their audience by researching in the library or on the internet. ...
  3. Survey. ...
  4. Interview. ...
  5. Reminders so nice they need mentioning twice:

What are the 3 types of audience analysis? ›

There are three types of audience analysis: Demographic analysis. Psychographic analysis. Situational analysis.

What are the 5 categories of audience analysis? ›

In addition, this chapter explores the five categories of audience analysis: (1) the situational analysis, (2) the demographic analysis, (3) the psychological analysis, (4) the multicultural analysis, and (5) the topic interest and prior knowledge analysis.

How do you answer the target audience? ›

15 Questions to Help You Define Your Target Audience
  1. What is your target demographic? ...
  2. Where do they live? ...
  3. What industry do they work in? ...
  4. How much do they earn? ...
  5. What are their hobbies? ...
  6. How do they get their information? ...
  7. How do they communicate? ...
  8. How do they think?
9 Aug 2020

What questions should you ask yourself to help you analyze your audience? ›

How will I benefit from impressing this audience? Why am I giving this presentation? How will this topic appeal to this audience? How can I relate this information to my listeners' needs?

What are good questions to ask an audience? ›

9 Questions to Ask Your Target Audience
  • Who Represents the Demographic You're Trying to Reach? ...
  • Where Are They Located? ...
  • What Is Their Industry? ...
  • How Much Does Your Audience Earn? ...
  • What Are Their Preferred Communication Channels? ...
  • What Do They Do in Their Free Time? ...
  • What Are Their Biggest Pain Points?
27 Apr 2021

What is the importance of audience? ›

Why is My Audience Important? Knowing your audience helps you to make decisions about what information you should include, how you should arrange that information, and what kind of supporting details will be necessary for the reader to understand what you are presenting.

What are the types of audience? ›

3 categories of the audience are the lay audience, managerial audience, and expert audience.

Why is it important to know your audience? ›

Why is it important to know your audience? Knowing your audience helps you figure out what content and messages people care about. Once you have an idea of what to say, knowing your audience also tells you the appropriate tone and voice for your message.

Which of the following are important factors in audience analysis? ›

Interest, knowledge, and attitude are the three most important factors to consider when determining an audience's disposition toward a speaker's topic.

How can you analyze your audience whether they understand you and the message of your speech? ›

Some audience analysis factors are as follows:
  1. Audience expectations about the occasion of the speech, its topic, and the personality of the speaker.
  2. Audience's knowledge or familiarity with the topic.
  3. Audience's attitude or approach towards the topic.
  4. Audience size and its ability to listen.
10 Sept 2020

How do I find my audience? ›

7 Ways to Determine Your Target Audience
  1. Analyze Your Customer Base and Carry Out Client Interviews. ...
  2. Conduct Market Research and Identify Industry Trends. ...
  3. Analyze Competitors. ...
  4. Create Personas. ...
  5. Define Who Your Target Audience Isn't. ...
  6. Continuously Revise. ...
  7. Use Google Analytics.

Which of the following is the first step in audience analysis? ›

The first thing is to collect data by conducting surveys, interviews, or conversations with potential audience members. If you are using a survey, you may not disclose your participants, especially if you are asking them about anything sensitive or personal. This can lead to more sincere responses.

What are the 4 types of audiences? ›

The 4 Types of Audience
  • Friendly. Your purpose: reinforcing their beliefs and sense of shared interests.
  • Apathetic. Your purpose is to first convince them that it matters for them.
  • Uninformed. Your requirement is to educate before you can begin to propose a course of action.
  • Hostile.
11 May 2021

How do you identify the audience of a speech? ›

Using demographic factors to guide speech-making does not mean changing the goal of the speech for every different audience; rather, consider what pieces of information will be most important for members of different demographic groups.
  1. Age.
  2. Gender.
  3. Religion.
  4. Ethnic background.
  5. Class.
  6. Job or Career.
  7. Education.
2 Mar 2021

Who is your target audience example? ›

Your target audience might be a board market, or a niche one. For example, if you sell shoes you might focus on a wider market, as everyone wears shoes, regardless of age, gender, and interests.

Why do we need to answer those 9 questions in identifying your target market? ›

By asking targeting questions and defining your audience, you can customize your marketing messaging to better reach those individuals and increase the likelihood that they will take the desired action.

What is the target market and why is it so important to identify and research? ›

Key Takeaways. A target market is a group of customers with shared demographics who have been identified as the most likely buyers of a company's product or service. Identifying the target market is important in the development and implementation of a successful marketing plan for any new product.

What possible questions are you going to ask in order for you to identify your audience give at least 3 questions? ›

5 Important Questions to Ask About Your Audience Before Your Next Presentation
  • 1) Who are they? Are they prospects? ...
  • 2) Why are they coming to hear your presentation? ...
  • 3) How much do they know about your topic? ...
  • 4) Do they have preconceived notions about your topic? ...
  • 5) What is their attention span?

How should you introduce yourself to your audience? ›

Just introduce yourself by saying your name, the school you represent, and your topic. Make it easy. This way you get to your content more quickly and lower your nervousness. Typically, after you get the first few sentences out of the way, your nervousness will drop dramatically.

How do you ask the audience if there is a question? ›

Ask your audience to ponder on these...
  1. What has held you back?
  2. Who has helped you the most with this project?
  3. What would you tell your younger self?
  4. How would you approach this differently now you have experience?
15 Jul 2019

How do you answer a question you don't know in a presentation? ›

Acknowledge the person who asked the question with eye contact. After that, bring the rest of the room into your response with eye contact too. Once you've moved forward and made eye contact, confidently say, 'I don't know, but I'll find out and let you know'.

How do you end a presentation? ›

How to conclude a presentation
  1. Summarize the key points. Choose three or four points from the presentation and reiterate them. ...
  2. Echo the core message. ...
  3. Present a call to action. ...
  4. Use a powerful quote. ...
  5. Ask a rhetorical question. ...
  6. Tell a story. ...
  7. Give a visual image. ...
  8. Acknowledge others.

Why is audience analysis important in counseling? ›

A good audience analysis ensures that messages and activities realistically reflect and address the audience's values, desires and barriers to change. Messages informed by this analysis are more likely to resonate with the audience, leading to the desired behavior change and better outcomes.

Why is audience analysis important before an essay? ›

Audience analysis is crucial to understanding what should go into each piece of writing. Knowing your audience guides you on how to structure your essay, what kind of language and tone to use, what sort of information to use, and how to progress into each topic.

What is understanding the audience why is it important? ›

Understanding your audience provides insights into unmet needs, as well as a thorough knowledge of the environment in which a product is sold. This allows a business to better develop their product/service offering and selling strategy to meet their audience's demands.

What is the importance of audience in communication? ›

Your audience is the person or people you want to communicate with. By knowing more about them (their wants, needs, values, etc.), you are able to better craft your message so that they will receive it the way you intended.

What questions should you ask yourself to help you analyze your audience? ›

How will I benefit from impressing this audience? Why am I giving this presentation? How will this topic appeal to this audience? How can I relate this information to my listeners' needs?

What is the importance of audience in media? ›

'Audience' is a key concept throughout media studies, because all media texts are produced with an audience in mind - that is to say a group of people who will receive the text and make some sort of sense out of it. Audience is part of the media equation – a product is produced and an audience receives it.

How many types of audience are there? ›

There are four types of audience, and consequent persuasive strategy that you can come upon when you are seeking to move a group to action through your speech.

What are the different types of audiences? ›

3 categories of the audience are the lay audience, managerial audience, and expert audience.

How an audience can affect your communication? ›

This is an Expert-Verified Answer

The audience will affect communication by sending their energy and emotions to the moderators, they will also provide two-way communication so that the communication will appear more effective, such as an example of a question and answer session in a seminar.

How do you identify your audience in writing? ›

Determining Your Audience
  1. One of the first questions you should ask yourself is, “Who are the readers?” ...
  2. Decide what your readers know or think they know about your subject. ...
  3. Next, ask yourself “What will my readers expect from my writing?” ...
  4. You also need to consider how you can interest your readers in your subject.

What is a target audience example? ›

Your target audience might be a board market, or a niche one. For example, if you sell shoes you might focus on a wider market, as everyone wears shoes, regardless of age, gender, and interests.

How do you write a target audience paragraph? ›

To build a target audience profile, simply follow these four steps:
  1. Create broad descriptions of your ideal customers.
  2. Research your potential customers' demographics.
  3. Identify the needs and problems of your target audience.
  4. Determine where customers will find you.
19 Jul 2022

Why is it important to analyze your audience before sending a message? ›

Why is it important to know your audience? Knowing your audience helps you figure out what content and messages people care about. Once you have an idea of what to say, knowing your audience also tells you the appropriate tone and voice for your message.

What are three action steps you can take to knowing your audience? ›

6 Steps for Effectively Connecting with Your Audience
  • STEP 1: Determine who your audience is. ...
  • STEP 2: Consider what is on their minds. ...
  • STEP 3: Think about what you need them to know. ...
  • STEP 4: Think about what you need them to know, feel or do based on what you tell them.
18 Jul 2022

How do I know what content your audience wants and values? ›

Let's dive in.
  1. Use your analytics. One of the best ways to find out what your audience likes (or what works for you) is to use your analytics. ...
  2. Ask your audience. The second strategy is to ask your audience. ...
  3. Learn from your industry peers. ...
  4. Use a research tool. ...
  5. Create marketing personas. ...
  6. Follow trends.
27 Mar 2018


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