Quantitative Audience Research

Quantitative analysis frequently focuses on

numbers and hard data. When doing both
primary and secondary research, it's
beneficial to use approaches that come under
this category to gain a deeper understanding
of your audience. Surveys and questionnaires
are also a simple and effective way to collect
data, and they can provide objective results
that are easy to quantify and analyse. The
Broadcasters Audience Research Board
(BARB) is the primary body that performs
advertisement research. Their mission is to
collect data on viewer measurement and
television ratings in the United Kingdom. The
information they gather is used to help
advertising companies better understand how
audiences react to different types of content
and what works and what doesn't.
 Qualitative Audience Research
Qualitative research focuses on a consumer's
or member of the target audience's thoughts
and opinions. When doing this type of study,
try to put yourself in the shoes of a consumer
to see which aspects of the product or
campaign are most appealing and which are
missing. You can get input from actual
customers or consumers of your product by
conducting a follow-up survey by phone or
email, or by handing out leaflets to people in
a public area. This data can be used to
enhance the product or service, customer
service strategies, and the overall customer
experience. When it comes to consumer
research, social media is crucial. In a single
post, companies could connect with millions
of people, something they couldn't do years
ago. Most social media sites have analytics
built in, allowing companies to see how many
people have viewed a post as well as any
 interactions with the content, such as likes
and comments. Face-to-face interviews are
done by interviewing people on the street or
welcoming them into the company's building
for an interview. Although a face-to-face
interview does not include large amounts of
data, businesses can still learn a lot from
nonverbal cues, something they wouldn't be
able to do with a simple online survey. Focus
groups are similar to face-to-face interviews,
except that instead of two participants, a
wider group of people is shown an
advertisement and asked to respond. This is
beneficial to marketers because they will
learn from people's initial reactions to ads
what worked and what didn't.

Audience Classifications
Socio-Economic: In advertising agencies they
will analyse the audience based off of their
socio-economic status. Education, wages, and
occupation are often used to calculate it.
With the data they gain they find out what
groups belong to which economic status and
aim shows or advertisements towards that
demographic.

Psychographics: Psychographics is a
qualitative approach for analysing consumers
based on psychological attributes and
characteristics such as beliefs, expectations,
aspirations, interests, and lifestyle choices,
the analysis of a person's feelings and beliefs
is there in order to better market to them.

Mainstream: Mainstream advertising

advertisement agencies use already popular
and well-established brands or people to
advertise their product. The use of something
already in the mainstream makes the
audience believe the product being
advertised is reliable and trust worthy.
Alternative: Alternative advertising employs
platforms rather than conventional media;
examples include advertising signs on public
spaces and supermarket shopping trolleys, as
well as in-store display screens.

Niche: Niche marketing is a form of

advertisement that focuses on a specific
target audience. This approach focuses only
on one demographic, rather than marketing
to anyone who may profit from a product or
service.