Audience segmentation and insight

Top tips

  • Get out and about. There’s no substitute for listening.
  • Don’t forget your organisation will already hold a huge amount of information on your colleagues’ views.
  • Pay attention to staff feedback. It’s an important source of information.
  • It doesn’t have to be complicated; something as simple as asking for feedback on an online forum or telephone interviews can give you valuable understanding.
  • It’s not all down to you; there will be colleagues in HR, communications and other parts of the organisation who can help you understand your audience.
  • If you’re working on a specific campaign or communicating a specific issue, map and talk to the stakeholders who understand it best.

Chapter objective

This chapter will provide a simple, practical guide to understanding your audience.
We will explain:

  • Why understanding your audience matters
  • How to find out who and where your audience is
  • How to understand what they think and feel and use that information to communicate effectively with them.