Chapter 7: Researching your target audience - Why do people do what they do?

How do we find out what motivates or prevents a target audience from engaging in a desired behaviour? By conducting audience research. This chapter introduces a selection of tools that help you to understand your audience. Choosing the appropriate research method is an important part of the Deep Dive component of the Method. This chapter describes a number of tools that are commonly used, considers the pros and cons of different tools, and offers a number of practical tips.