Max hammond- Curtis and Cartwright

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Audience Analysis: SCA audience analysis toolkit

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  • Unless this information is fed back into service strategy,design, marketing, it will be futile.
  • Only a quick overview
  • Focus is on the Plan element – the techniques are better discussed once the plans are in place
  • There’s too often a focus on how to collect data, rather than the overall picture
  • Max hammond- Curtis and Cartwright

    1. 1. Dr Max Hammond<br />6 September 2011<br />Audience analysis<br />
    2. 2. Who am I?<br />Dr Max Hammond<br />Consultant at Curtis+Cartwright<br />Broad experience across higher education and research<br />Slide 2<br />
    3. 3. Understanding users<br />Slide 3<br />What’s a user?<br />What is use?<br />How does this relate to “markets”?<br />What do funders think a user is?<br />What do you need to know?<br />How well?<br />How will you find this out?<br />Why do you want to do this, and what will you do with your new understanding?<br />
    4. 4. This talk<br />Key ideas in user research<br />The SCA guide to audience analysis<br />Planning for research<br />Slide 4<br />
    5. 5. An approach to research<br />Understanding users<br />Slide 5<br />
    6. 6. Approach to research<br />The basic principles in the lifecycle: <br />Target audience: describe and define the target audience<br />Plan: plan your research<br />Research: collect the data<br />Analyse: model your audience<br />Apply: exploit the evidence<br />Slide 6<br />
    7. 7. Approach to research: Planning<br />Slide 7<br />
    8. 8. Why conduct research?<br />Develop new services<br />Improve existing services<br />Improve impact of services (ie increase usage of service)<br />Meet reporting requirements<br />Manage service portfolio<br />Slide 8<br />
    9. 9. Satisfaction<br />Fundamental fit<br />Pre-requisites<br />What do you need to know?<br />Slide 9<br />
    10. 10. How will you find this out?<br />Desk research<br />Focus groups<br />Interviews<br />Surveys<br />Analytics<br />User observation<br />Slide 10<br />
    11. 11. What will you do with the information?<br />Be clear at the outset about your intentions:<br />Monitor performance/meet targets<br />Market segmentation/Develop user personas<br />Product development<br />Marketing<br />Product design<br />Develop business case<br />Slide 11<br />
    12. 12. Key points about user research<br />At least consider what you should do, as well as what you can<br />Eg surveys of users are easy, but only tell you what current users think<br />Research does not have to be perfect to be useful<br />It’s for your benefit, not for academic publication<br />No single method will give you the full picture<br />Beware unsupported web analytics/“deep log analysis”<br />Without financial value of transactions, understanding success is hard <br />Slide 12<br />
    13. 13. What’s next?<br />http://sca.jiscinvolve.org/wp/audience-publications/<br />Slide 13<br />
    14. 14. What’s next?<br />http://microsites.oii.ox.ac.uk/tidsr/welcome<br />Slide 14<br />
    15. 15. What’s next?<br />Marketing research: 658.801<br />Slide 15<br />
    16. 16. Towards a framework?<br />Get the research questions right<br />Distinguish between user analysis and performance measurement<br />What is common between collections, what is distinct?<br />Target markets<br />Current users<br />Content types and channels<br />Funders?<br />Slide 16<br />
    17. 17. Contact details<br />Dr Max Hammond<br />Curtis+Cartwright Consulting Ltd<br />+44 (0)1483 685026<br />+44 (0)77 8011 0671<br />max.hammond@curtiscartwright.co.uk<br />

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