This document summarizes key points about motivating audiences and conducting audience research from a presentation at NABShow15. The summary points are: Audiences today are savvy, engaged content creators across multiple platforms rather than just passive consumers. Effective content must motivate audiences by fulfilling personal motivators like gaining skills or respect. Research is needed to understand audience segments and their triggers in order to create the right content for the right people and measure impact. Case studies can show how motivating content achieves outcomes like increased engagement, brand mentions, or sales conversions.