Audience analysis
Gathering and measuring characteristics of users such as gender, age, geolocation, interests
BENEFITS OF AUDIENCE ANALYSIS:
You can create a detailed target audience profile for your marketing strategy
You can target the right group of people and promote your product using an individual approach to each audience segment
It's possible to gather insights about your competitor's audience
You can find opinion leaders in the field you're interested in
ILLUSTRATIVE EXAMPLES
Audience analysis for AB InBev
More than 6 million VKontakte profiles were analyzed to figure out what the company's target audience is. For a better understanding of the potential customer, we studied personal priorities, their sources of inspiration, the important things in their lives and their views on alcohol and smoking. We also identified opinion leaders, social groups, and HORECA companies that could be used for promotional purposes.
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Audience analysis of the VK ban in Ukraine
We analyzed the age and gender of users before and after the VK ban, the distribution of users' friends, and their subscriptions to various groups. (See p. 38-58 of the research).
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Audience analysis of social media in the Baltic States
More than 5 million profiles of Russian-speaking users were studied. We analyzed the distribution of users by age and gender, cities and regions, number of friends and group membership. You can read the full report in this NATO StratCom publication.
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