The guide to researching audiences
Guildford, Surrey:
Curtis+Cartwright Consulting; Strategic Content Alliance
(2008), 74 pp., bibliogr. p.70-73
"This guide has been written for people in the UK public sector delivering online digital services who wish to research their audiences. Although it is focused on online digital services, it will also be useful for researching audiences reached via other channels. It is primarily aimed at non-experts who do not have market research skills themselves, and who do not have access to dedicated market research teams. It is therefore likely to be most useful for people in small organisations / services, or those conducting small projects in larger organisations. It may also be useful for people procuring services who want to know what guidelines to provide, and for those setting policies." (Introduction, p.6)
Contents
1 Introduction, 5
2 Describing and Defining the Target Audience, 10
3 Planning Audience Researc,h 15
4 Collecting Audience Data, 31
5 Modelling the Audience, 47
6 Making Use of Audience Research, 55
Appendix A: Glossary, 58
Appendix B: Reasons to do Audience Research, 60
Appendix C: Digital Audiences and Digital Services, 64
Appendix D: Bibliography, 70
2 Describing and Defining the Target Audience, 10
3 Planning Audience Researc,h 15
4 Collecting Audience Data, 31
5 Modelling the Audience, 47
6 Making Use of Audience Research, 55
Appendix A: Glossary, 58
Appendix B: Reasons to do Audience Research, 60
Appendix C: Digital Audiences and Digital Services, 64
Appendix D: Bibliography, 70
