An Introduction to
Audience
Research

Training conducted by:
David Somerville: Strategy Director
Luke Hay: User Research Director

Course duration:
2hr 15 min

Course summary:

Audience research is a critical part of any business's marketing activity, regardless of industry or size. It gives you valuable insights into who your customers (or potential customers) are, what they think and how they behave.

In this course, you will learn what audience research is and why it's beneficial, plus what types of data and methods are helpful. You will also take away a simple research process that you can implement and find out how to maintain this.

The session trainers are David Somerville and Luke Hay, who have thousands of hours of experience in research. There will be interactive elements for you to engage with, plus the opportunity to ask questions in this introductory training session.

What attendees will learn:

• What is audience research?
• Why you should do audience research
• Types of research data
• Types of research methods
• A simple research process
• What to do with your research
• Maintaining your audience research programme

Who should watch this course:

This training session is ideal for anyone who does not have an established audience research programme or doesn't undertake regular audience research. This course will also be a valuable refresher for those actively undertaking research but who want to take a step back and sense-check the approach.