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How do the world's most popular Advertising 2 min. We live in increasingly uncertain times and work in a complex industry. COVID made it clear that we live in And podcasts are now a go-to platform for Hispanics to find that diverse content reflective of their experiences—and the podcasters that best engage them. As such, podcast listening among Hispanics has doubled in the last three years. From the unique Asian American experience to relevant comedy, the availability of content that culturally speaks to Asian Americans is a key reason the number of podcast listeners has grown 5x over the last decade.
Like in TV, news is among the top genres, and this is likely to continue as there is still uncertainty about the pandemic, along with Asian audiences staying tuned to the latest on the social justice movement.
The transformation toward increased engagement of podcasts over the last decade has created the opportunity for all audiences to find more content that resonates. And while the positive momentum of podcasting is enticing more celebrity involvement and even fueling original TV content, podcasts are attracting big ad dollars. Notably, podcast advertising—particularly when read by the host—drives stronger brand recall punch than more traditional forms of advertisements.
Most importantly, the topics need to be inclusive and of interest—from credible sources with original voices. The better defined your goals are, the better your research design will be, and the better outcomes you'll have.
Make sure your goal is precise and attainable, and you have clearly defined, achievable objectives. Once you understand your goals, you can design your research by considering what you want to analyze—an audience or a topic. The answer determines the type of research you perform. Audience Research: Identify a target population e. Conversation Analysis: Identify a target topic e. Your research plan equips you to look for relevant insights during the analysis phase—and keeps you from being distracted by irrelevant conversations.
It should include the scope of your research and the methods you plan to use to gather data. Your scope should align with your research goals—helping you identify the kind of data you're looking for and how much you need. Decide if you'll conduct your research manually or use social listening software.
Defining your research methods and tools helps you determine what limitations there might be. Now you're ready to collect your sample and organize your data set. If you're performing audience research you identify users in your audience groups to collect conversation samples. If you're performing conversation analysis, you build a query to find all of the variations and spellings of the topic you're researching. How you analyze your data depends on your research goals. Organize it using categories or tags and tools like c harts and graphs, word clouds, or top authors and mentions to identify trends and dig further into the data.
Then look at your data as a whole to see what stands out. Determine how your research compares to your goals, and if there's anything missing you thought you would see.
All of these insights and opportunities can help you identify trends and patterns that you may not have anticipated. Social audience intelligence can uncover insights that aren't uncovered via traditional research methods , and it's an impactful way to gain insights into your audience.
Using social audience intelligence removes the potential barriers of traditional research methods and amplifies your audience's unfiltered voice. Are you ready to listen? Understand how to use audience research and conversation analysis, as well as everything else related to social listening for higher education in our eBook — The Higher Ed Social Listening Handbook.
The handbook walks you through why social listening matters in higher education along with key metrics, how-to guides, and over a dozen campus case studies. Audience Research and Analysis. Audience Insights Inform Content Strategy When you have a clear understanding of your institution's target audience you can be more impactful in everything from outreach to marketing to communications.
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