Audience Research

Identifying your audience is one thing; finding out what makes them tick and what will inspire them to action is another. At SolidLine Media, we believe that audience research goes beyond demographics and geographics. For instance, your product may be targeted at young working men in their mid-twenties and early thirties based in or around Chicago and earning an average income. What is missing here?

While demographics are useful data for algorithms to determine which audiences see your video, they do not tell you much about the motivational aspect of this target audience. One person who fits the above description could be married with five children to support, whereas another could be single and renting a one-room apartment. Naturally, you would expect their priorities and motivations to be different. This is where we create a target persona by considering individual characteristics you expect your target audience to have.

The goal of a target persona is to zoom in on your target audience and capture the stereotypical individual, or multiple individuals, who have a need for your product or service. We make them as specific as possible by asking questions about who they are and what they do.

Below are some examples of these questions:

• What are their goals and fears?
• Where do they get their news from?
• What is on their minds during the day?
• What is something they find annoying about an activity they engage in regularly?

From there, we can come up with a list of their fears and motivations. Of course, you do not want your content strategy to scare off your audience by playing too heavily on their fears. You simply want to understand their fears and market your product or service to solve the problem. Our video production crew will come together to brainstorm on the creation of these personas, with your input solicited as well.

Once we have created this persona, any gaps in data are gathered through outlets such as surveys, interviews, online tracking tools, and an evaluation of your existing customer bases. When this part of audience research is complete, we will have everything we need to formulate a comprehensive video content strategy.