TCL (T1:4-2) Audience Research

Audience Research

It is important to research your audience to understand the best ways to find and connect with them.

Start by listing several possible groups of people who need to be reached.  Within those groups, think about smaller sets of people who have common life situations.  Perhaps they all live in the same village or shop at the same marketplace.  Are they educated?  Do they own a home or rent?  What age group should you target?

From this list, choose one primary target audience.  Your media efforts may reach others, but it helps to build your strategy from one specific audience’s point of view.  If there are related audiences, those can be second in importance.

Take time to interview people from this target audience.  Find out the size of this audience as well as other details.  Will they be open to religious change? Think about who they might be able to reach once they become believers.  What types of media do they enjoy or use?  Do they use social media? Ask about their felt needs and life struggles.  Are there common problems among this group?  What values do they share with their family and friends? What do they want out of life, and are they being successful in reaching for what they want?

Finally, try to identify where the target audience lives.  What influences hold them back or keep them from success?  Are there cultural or religious walls that stop them from exploring a different future? How might they respond if asked to consider religious change?

Write all of this information down to allow the team to discuss the results.  Look for common elements that could be used as starting points for a follow-up strategy.