Crystallise your audience knowledge

We often find that despite the wealth of audience data which many organisations have at their disposal, there is a lack of consensus about what is important, why knowing about audiences is important and who the best people are to ask.

 

Shared opinion about audiences within an organisation is important for every member of staff, and everyone will have an opinion.  Having a shared vision and agreement about how frequently your audience members attend, what they do whilst with you and how you fit into their lives provides clarity and focus throughout an organisation.

 

Some key areas where we regularly find problems are:

 

• Organisations thinking that their CRM, booking or ticketing system has all the answers about why their audiences behave as they do
• Spending too much time finding out things which are interesting rather than important
• People not reading reports
• Having lots of answers, but not knowing what the questions are
• Missed opportunities to gather fresh, robust information about audience behaviour from customer facing staff
• Not knowing where to start

Audience behaviour

• Different views about audience behaviour
• Underestimating staff knowledge

 

Interesting but unimportant

• Where do you start?
• Analysis paralysis
• Getting carried away by unimportant facts

 

Unbalanced views

• The perils of ad hoc comments
• Thinking your computer has all the answers
  
  

  

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