Chapter 7: Researching your target audience - Why do people do what they do?

Australia, Behaviourworks; Goodwin, Denise; Borg, Kim; da Mata, Fernanda Gomes; Boulet, Mark; Kneebone, Sarah

doi:10.26180/14871954.v1

Chapter 7 - Audience research methods.pdf (2.78 MB)

Chapter 7: Researching your target audience - Why do people do what they do?

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posted on 2021-06-29, 06:10 authored by Behaviourworks AustraliaBehaviourworks Australia, Denise GoodwinDenise Goodwin, Kim Borg, Fernanda Gomes da Mata, Mark BouletMark Boulet, Sarah Kneebone

How do we find out what motivates or prevents a target audience from engaging in a desired behaviour? By conducting audience research. This chapter introduces a selection of tools that help you to understand your audience. Choosing the appropriate research method is an important part of the Deep Dive component of the Method. This chapter describes a number of tools that are commonly used, considers the pros and cons of different tools, and offers a number of practical tips.

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Questionnaire survey interview observation Mixed-methods research Human Information Behaviour Sociological Methodology and Research Methods Psychological Methodology, Design and Analysis

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Chapter 7: Researching your target audience - Why do people do what they do?

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