Audience Analysis: SCA audience analysis toolkit

1. Dr Max Hammond 6 September 2011 Audience analysis

2. Who am I? Dr Max Hammond Consultant at Curtis+Cartwright Broad experience across higher education and research Slide 2

3. Understanding users Slide 3 What’s a user? What is use? How does this relate to “markets”? What do funders think a user is? What do you need to know? How well? How will you find this out? Why do you want to do this, and what will you do with your new understanding?

4. This talk Key ideas in user research The SCA guide to audience analysis Planning for research Slide 4

5. An approach to research Understanding users Slide 5

6. Approach to research The basic principles in the lifecycle: Target audience: describe and define the target audience Plan: plan your research Research: collect the data Analyse: model your audience Apply: exploit the evidence Slide 6

7. Approach to research: Planning Slide 7

8. Why conduct research? Develop new services Improve existing services Improve impact of services (ie increase usage of service) Meet reporting requirements Manage service portfolio Slide 8

9. Satisfaction Fundamental fit Pre-requisites What do you need to know? Slide 9

10. How will you find this out? Desk research Focus groups Interviews Surveys Analytics User observation Slide 10

11. What will you do with the information? Be clear at the outset about your intentions: Monitor performance/meet targets Market segmentation/Develop user personas Product development Marketing Product design Develop business case Slide 11

12. Key points about user research At least consider what you should do, as well as what you can Eg surveys of users are easy, but only tell you what current users think Research does not have to be perfect to be useful It’s for your benefit, not for academic publication No single method will give you the full picture Beware unsupported web analytics/“deep log analysis” Without financial value of transactions, understanding success is hard Slide 12

13. What’s next? http://sca.jiscinvolve.org/wp/audience-publications/ Slide 13

14. What’s next? http://microsites.oii.ox.ac.uk/tidsr/welcome Slide 14

15. What’s next? Marketing research: 658.801 Slide 15

16. Towards a framework? Get the research questions right Distinguish between user analysis and performance measurement What is common between collections, what is distinct? Target markets Current users Content types and channels Funders? Slide 16

17. Contact details Dr Max Hammond Curtis+Cartwright Consulting Ltd +44 (0)1483 685026 +44 (0)77 8011 0671 max.hammond@curtiscartwright.co.uk