Many responsibilities fall on the shoulders of a business owner, especially if they are at the head of a smaller organization. Some of your responsibilities might include guiding product development, heading up marketing initiatives, leading customer service practices, making hiring decisions, and balancing the company’s budget. Ideally, as your brand grows, these tasks can be offloaded to others.
One of the most important bits of information that every business needs to succeed is data on the target audience. The people who are most likely to buy what you are selling are your most important resource, and failing to understand them on an intimate level could lead to unappealing products and ineffective marketing.
In 2023, technology solutions make it easier to study and understand your target audience. Let’s discuss some of the tools at your disposal that can help with that.
To stay relevant as a brand, you need to know what people are talking about. Google Trends is a tool that allows you to research what people are looking up on the world’s largest search console. This could be a critical step in your keyword research process, an element that is key to SEO for businesses that are B2B and B2C. Using this tool is very easy and it can quickly reveal trending topics on Google that you could harness to understand audience interests and guide your marketing messages.
GWI is a consumer insights platform that provides versatile data and functionality. There are over 250,000 profiling points that can be utilized to parse through your audience and organize them into different groups. The research tool from GWI can provide deep consumer insights that you can use to guide decision-making for products, marketing, and customer service initiatives.
Some industries are a little more niche than others, which makes it a bit more complicated trying to understand the specific needs and interests of your audience. For example, brands in the computing sector have many customers with strict demands for high-quality products and services. One platform where you can learn a lot about consumers, particularly in the computing sector, is Usenet. This discussion forum is a place where users go to discuss their favorite subjects and download related content from other users. Signing up to this platform with the best Usenet providers will grant you access to this subgroup of the audience so you can see what they talk about and care about concerning your offerings.
Sometimes, the best way to understand your customers better is to ask them direct questions. Platforms like SurveyMonkey can perform this function. You can send out survey links to past customers, those who have signed up to receive emails, or those who follow your social media pages. You can ask almost anything of your customers, from what they think about a specific product to what they like to do in their free time. The right questions for customer surveys can reveal vital information about your target audience that can be used to make smarter decisions for the business.
AI is quickly developing more applications each year, and the business world is quickly adapting to these innovations. AI has become a very popular method of audience research that reduces the manual workload of employees. Facial coding can analyze expressions to predict human behaviors. Sentiment analysis allows AI to understand the potential emotional impact of a message. Even voice AI can analyze tonality and voice patterns to determine the mood or attitude of a customer. The possibilities that AI provides for a better understanding of consumer behaviors could completely change how your business operates.
PEW Research Center
PEW is one of the most trusted brands on the planet when it comes to data about populations and human behaviors. This non-profit mission is to “inform the public about the issues, attitudes, and trends shaping the world.” Sounds like something that could be useful to a business owner, doesn’t it? PEW Research Center utilizes public opinion polls, demographic research, analysis of media content, and other methods to provide insights about various populations. Using this data to guide product and marketing decisions will ensure your initiatives are based on a better understanding of your customers.
Let Technology Work for Your Brand
The reason technology exists is to make tasks simpler. When running a business, any tool that can lighten the load on your employees so they can focus on human-centric tasks will make the organization more efficient. Since audience research is so important to a brand’s success, you must be willing to invest in it. The tech solutions listed above can help you gain valuable information about the people you are selling to, whether that means demographic data or behavioral patterns. Take advantage of these technologies to make your audience research efforts more effective.
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