Know your audience

In this closing episode of Know your Audience Series 2, Paul and James dive right into the burning question: how much does AI market research have to cost you? When budgets are trimmed, market research spend is often the first to be chucked out. This episode looks at how researching consumer behaviour should be an investment in the future of your business.

Can technology, AI and audience sentiment research be a more efficient and cost-effective tool in getting to know your consumer?

In this episode, James and Paul unpack the barriers some more traditional marketers may have to adopting technology for market research. Although this technology exists and is used in everyday life, there is still some resistance to making use of AI enabled data collection. 

Is this just a dose of healthy scepticism or a lack of understanding of how to use AI-led data to best effect? Listen on to find out how this technology can be a valuable tool for everybody wanting to understand consumer trends without personal bias or opinion.

In this episode, James and Paul talk about how technology and particularly AI have made consumer-led research and insights accessible to a wider range and size of business.

In a world where consumers expect to be part of a brands DNA, it is important that businesses know how to access insights about their customers and how to then interpret this information to help grow and drive relevance with their audience.

James and Paul unpack what different types of consumer intelligence can look like and ways to think about applying this data, even in the most simple of scenarios.

How have consumer data analysis methods evolved? 

Paul and James dive deeper into the application of audience-first marketing, and how data can be used for better communications, product planning, business strategy, and creativity. They also talk about how understanding an audience, whether a large FMCG or just a smaller startup, means you need multiple data points at scale. They also discuss the difference between consumer intelligence and social listening or like tools.

Paul and James re-introduce the concept of audience-first marketing, and how data can be used for a better understanding of audiences. They also talk about how understanding an audience, whether a large FMCG or just a smaller startup, means you need multiple data points to understand them. They also discuss the difference between data and insight and where the two diverge and how even James confuses them from time to time.

Change is difficult for any team or organisation, and is often associated with high cost.

In this episode, Paul Kelly discusses the need to incorporate change to increase profit and how essential shifting to audience first methodology in every sense is how brands will survive and grow in the future.

Language is the cornerstone of communication and essential not only to communicating with, but also in understanding data of audience sets.

In this episode, Paul discusses how there is a surprising lack of data analysis in native language and especially so in Arabic.  He describes how he created Sila to solve this problem in his region, and why it is so important for brands to get it right.

We can discuss scale in 2 ways; firstly scale of data and how that impacts insight; and the scale of the reachable audiences as a result of that insight.

In this episode, Dr. James Piecowye discusses with Paul Kelly how better decisions are made when you have the largest possible audience pool to give greater confidence in your decisions.

Understanding the framework that results in audience understanding follows the well-known path of; identify, monitor, track, reference, segment, and plan. Getting the right data is imperative to using this framework.

In this episode, Paull Kelly talks us through live examples of using the right data in the right way and how to approach 'audiences first' methodology in brand building, campaign planning or simply to better understand an audience.

Data allows for observations that drive brilliant ideas. It is easy to become over-reliant on data or misuse it to replace creative thinking.

In this episode, Dr. James Piecowye and Paul Kelly discuss where data provides value and how it should be used in the framework of ‘Audience-first’ thinking. And how to get great insights that can be transformed into ideas that connect with audiences.

Gone are the days where brands could build a product and then find (or buy) an audience for that product. Nowadays, audiences' needs and wants must be part of the product or brand that is being communicated. 

In this episode, Dr. James Piecowye and Paul Kelly talk about how to sell stuff. The reality is, the model for engaging with audiences to sell to them has not changed, what has changed is how we use the model. By rethinking our flywheel of sales and thinking audience first, not product, we can have a profound impact on our marketing outcomes.

Digital and social content creators have expanded beyond the 'influencer'. Entertainers, artists, and brands alike are collaborating to cross-pollinate and create new audiences for all content irrespective of form. 

In this episode, Dr. James Piecowye and Paul Kelly talk about the role of the creator, not so much as a disruptive force, but as an audience enabler.

With the digital proliferation taking place before our eyes, the influencer isn't going away anytime soon. And this offers us another way to get to our audience in an authentic way.

In this episode, Paul Kelly talks about the role of the creator and how they have kept up with the transformative digital content world and harnessed the power of the true influence of an audience. 

Paul looks at how brands can unpack this and grow the size of and connection with their customers. 

With measurement being defined by the platforms that sell us the real estate, it is becoming increasingly difficult to find commonality within metrics. Naming conventions are being misrepresented with newer formats replacing old. And so the big question becomes, do marketers truly understand the metrics they are performing against?

In this episode, Dr. James Piecowye and Paul Kelly take a step back and explore what we actually can learn from social media metrics.

Social media changed the communication landscape more drastically in the digital era than any other medium. With the very sudden evolution of communication power from; a one-way brand story, to a two-way discussion between brands and consumers, to brands having to listen and adapt to what consumers want. So now the question to marketers is; how do you measure digital effectiveness?

In this episode, Dr. James Piecowye and Paul Kelly discuss how the surge of digital content has changed the way we need to look at measurement. 

Social creators are constantly adapting to the needs of their audiences. In doing so, they are successfully amassing large and loyal followings, of which they can capitalise on with willing brands. In this episode, Dr. James Piecowye and Paul Kelly discuss the reluctance of brands to follow suit.

Welcome to 'Know your audience' in this minicast, each episode is only ten minutes. We dissect the concept of audience-first and what it means to be truly audience first. Your hosts, Dr James Piecowye and Paul Kelly, take you on a short, impactful journey into the world of audience-first marketing and how to think better about who it is you're talking with.