Topic 1 What is target audience analysis and why is it important

Marketing is key to your business. Marketing allows you to extend the functionality, success, and professionalism of your business, which is fundamental to gaining new customers. Marketing builds an attractive, credible, reliable, and good image to your customers.

Your customer is more important than the business itself because it is their actions that influence the success of any organization. Without customers, companies have no reason to exist, as their main objective is to satisfy a need or solve a problem of a group of people.


Here an example: you work hard to ensure that your products are of the highest quality. But if you sell hot dogs and your marketing campaigns only reach vegetarians, it doesn’t matter how good the product is. For this reason, understanding your audience is a basic prerequisite for finding and maintaining success in your business, and conducting audience analysis is the way to do this.

What is it? Audience analysis is the process of gathering as much information as possible about your audience to better understand who they are and what matters to them.

Audience research and analysis has long been a part of marketing, but today it is easier than ever. Brands now have access to a wealth of audience data through social media.

If you can effectively turn all that information into insights about who your audience is and what matters to them, you can use what you learn to create a more successful holistic business strategy.

This is a broad definition of audience analysis, which, in practice, can take different forms:

Social audience analysis

uses the vast amount of data that social networks have on active users to help brands understand their target audiences.

Branded audience analysis

focuses on identifying and understanding the audience of a specific brand, whether it is your own or that of another company in your industry.

Unbranded audience analysis

is about understanding an audience whose members have something in common that is not a brand, such as customers of a type of product in general or readers of a particular publication.

Competitor audience analysis

is when you identify and analyze data about your competitors’ audiences

Demographic audience analysis

is when you categorize and analyze an audience based on specific demographic categories, such as age, gender, and geographic location.

Psychographic audience analysis

is when you categorize and analyze an audience based on factors such as affinity, interests, and values

Source: Freepik