Audience Analysis Guide: Main Types, Importance & More

Feb 15, 2024 - Mike Hakob

Understanding who visits your website by doing audience analysis, what they seek, and how they behave is essential for maximizing user engagement and experience on a website. It’s how you communicate your value proposition to potential customers, build relationships with them using audience analytics, and attract visitors to your website.

To truly resonate with your audience, your website should have not only high-quality content, but also be a reflection of users’ interests, needs, and preferences. An engaging, informative website that speaks directly to your target audience not only positions your brand as an authority but also fosters trust and encourages conversions.

In this article, we will discuss the audience analysis benefits, definition, and its main components. We will also explain what is audience analytics, why is audience analysis important, what are the types, how to do audience analysis and test its results.

What is Audience Analysis?

Audience analysis definition is described as the process of collecting and analyzing data to understand your target audience; this includes demographics, psychographics, behavior, and other customer insights. It enables data-driven decision-making for communication and marketing purposes, resulting in more relevant, engaging, and compelling messages.

So, what is audience analysis and what are the goals? The primary goals and benefits of audience analysis are to enhance user experience, increase customer satisfaction, and tailor products or services to meet the specific needs of the audience. Common methods to analyze audience include doing surveys, engaging in focus groups, analyzing social media interactions, and examining website traffic patterns.

Relying on a thorough website audience analysis when developing a new website or updating an existing one improves the website’s performance and conversion ratio. It also helps identify the most effective marketing channels for reaching your potential website visitors.

Additionally, audience analysis is not a one-off task but an ongoing process, requiring constant adaptation to evolving trends, preferences, and behaviors of the target audience.

what is audience analysis

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Audience Analysis Importance

Audience analysis importance is that it provides data on customer demographics, interests, needs, pain points, challenges, behavior, and preferences. The importance of analyzing your audience is the following:

  • Increased accessibility– Why is audience analysis important here? By understanding your target audience’s needs, you can design a website that is more accessible to them. For example, if the target audience has a high percentage of people with disabilities, to analyze audience effectively ensure that your website is easy for screen readers and other assistive technologies.
  • Understanding audience expectations– Another audience analysis importance is that it helps you benchmark your website’s services and performance to meet customer requirements. It can enhance customer satisfaction, increase website conversions, and higher profits.
  • Identifying barriers and facilitators– When you analyze audience you can reveal which platforms it uses most often and what practices might prevent them from interacting with your website. This information can help you identify and remove barriers to customer engagement.

When to Do an Audience Analysis

Do an audience analysis before any major digital marketing initiative, such as redesigning a business website, launching a marketing campaign, or creating new content. This analysis is crucial for maximizing effective communication and exceeding customer expectations when visiting a website.

Types of Audience Analysis

Now you know what audience analytics is and it’s time to learn three common types of audience analysis—demographic analysis, psychographic audience analysis, and behavioral analysis—to help determine the context for creating effective messages and developing an engaging website.

Demographic Analysis

What is demographic analysis? Demographic audience analysis segments and studies an audience from demographic data, such as age, gender, location, education, and income. From all types of audience analysis, this data provides insights into the needs, values, and behavior.

Below are the main components of the demographic analysis of audience and the expected benefits of audience analysis for demographic marketing:

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To analyze audience in some cases you need to understand your their age demographics, which can help you identify the most effective marketing channels and platforms to reach prospective customers and guide them to your website. For example, younger audiences are likelier to favor social media and streaming services, while some older audiences prefer using email, for instance.

So, there are different approaches to consider to analyze audiences when targeting them, such as personalized marketing campaigns tailored to their interests or social media campaigns on platforms they frequent. The key is crafting messaging and outreach customized to resonate across age groups based on their preferred communication channels and content preferences through effective demographic audience analysis.

Additionally, when you do your audience’s demographic analysis for age category,  it also helps you identify the requirements these audiences have when visiting a website, such as clarity, complexity, and font size. For example, younger audiences are more likely to engage with interactive features like games, quizzes, and polls, reflecting a type of audience analysis strategy that caters to diverse age groups’ needs through website personalization.


Understanding your audience’s gender demographics can provide insights into their professional and personal needs, purchasing behaviors, and media consumption habits. This forms a crucial part of the demographic type of audience analysis, enabling you to develop more engaging blog posts and news feeds, encouraging website visitors to subscribe to newsletters or take other desired actions. For example, women are more likely to be interested in health and wellness topics, while men are more interested in sports and technology.

Marriage and Divorce Status

Here, the audience segmentation analysis underscores the importance of understanding marital status to help you identify your website visitors’ financial needs and priorities, which can inform your product and service offerings, marketing messages, and overall website design.

For example, married couples typically have more financial commitments, such as children’s education and loan repayments; therefore, they may be interested in different products and services than single people, highlighting the significance of audience segmentation analysis in tailoring your approach through demographic audience analysis.

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Understanding subcultures offers insights into the unique needs and interests of different audiences. For example, gamer websites may feature bright colors, dynamic animations, and bold typography, while fashion websites may feature more muted colors, elegant layouts, and sophisticated fonts.

Psychographic Analysis

Psychographic audience analysis is a process of understanding their values, beliefs, interests, lifestyles, and psychological characteristics. The importance of psychographic audience segmentation analysis lies in providing valuable insights into audience motivations and informing marketing and communication strategies.

Your target audience’s pre-existing notions about your topic or brand are their thoughts and beliefs about what it provides, like its services, products, and content. When creating a survey for psychographic audience segmentation analysis, include questions to gather their perceptions, such as what they associate your brand with, what they like and dislike about it, and what they would like to see from it in the future.

Behavioral Analysis

Audience behavior analysis is collecting and analyzing data about audience behavior, needs, wants, and motivations. With this type of audience analysis, you can collect data from various sources, including:

  • Website analytics– This data reveals the audience interacting with your website, including the pages they visit, the duration of visits, and the links they click. For example, tools like Google Analytics and Clicky provide insights into how visitors interact with your website. This includes pages visited, time on site, click paths, and conversion funnel analysis. These metrics are crucial for optimizing site content and navigation to enhance the user experience, showing the importance of audience behavior analysis.
  • Form Monitoring and tracking – Form tracking  lets businesses see how users interact with forms on their websites. This kind of tracking can show which parts of a form might be causing problems for users, what kind of information users are interested in, and how many people are filling out forms. Knowing all this helps businesses improve their websites and make it easier to get new customers. FormStory takes this to the next level by doing more than just watching how people use forms. It can save every single form that gets filled out, even if there’s a problem with the form. FormStory offers instant notifications when there’s an issue with a form. This means that as soon as a form stops working correctly or if there’s any problem, businesses get alerted right away.
  • Social media analytics– This data reveals the audience interacting with your brand on social media, including the posts they like and share, the comments they leave, and the influencers they follow. For instance, platform analytics tools like Facebook’s Audience Insights and X Analytics reveal audience engagement patterns on social media. By analyzing metrics such as post reach, engagement rate, shares/comments, etc., you can tailor your social media strategies to better align with your audience’s preferences, further highlighting the role of audience behavior analysis.
  • Customer surveys– Surveys allow you to directly ask customers questions to gain qualitative insights into their needs, motivations, and feedback. There are several types of surveys that can be useful. For example, online polls with rating scales allow a quick collection of user perspectives on specific features or services. For example, you can survey customers on a 1-5 satisfaction rating of website ease of use. On the other hand, questionnaires with multiple-choice and open-ended questions provide more detailed feedback.
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Geographic Analysis

Geographic analysis is analyzing a target audience’s geographic distribution and demographics. It involves audience analytics that collects data on the target audience’s country, region, city, and postal code. This data can then identify patterns and trends in audience interests and behaviors based on location.

Geographic analysis helps you understand the geographic distribution of your target audience and how to reach them online. For example, you may learn that people in certain areas are more interested in specific products or services. Here,  website audience analysis importance is that it helps you tailor your content and messaging to people’s unique needs and interests in different locations.

Additional examples of how to do audience analysis for geographic approach:

  • Tailoring real estate listings by neighborhood featured on a website based on preferred property attributes identified for each location. For example, urban customers may desire amenities like gyms, while suburban customers prioritize bigger yards.
  • Segmenting email campaign lists by state or city to send localized arts and cultural event recommendations based on past attendance tied to geographic customer data.
  • Personalizing travel website homepage deals and notifications to highlight popular regional activities like ski vacations in the Rocky Mountains or beach destinations in coastal cities.

Geographic analysis can also help you measure the effectiveness of your website performance, marketing channels, and advertising campaigns. For example, with this type of audience analysis you can track the number of clicks and conversions in different regions to see where your campaigns perform best.

Media Audience Analysis

The importance of media audience analysis is to analyze media consumers’ social and behavioral traits; this includes demographic factors, such as age, gender, location, and income, and psychographic factors, such as interests, values, and lifestyle.

You can use the benefits of audience analysis for media to study the wants and inclinations of your target audience, design better websites, and create engaging content. For example, suppose your website’s target audience is primarily young adults. In that case, you can use the insights you gather to promote specific, trendy, and relevant content that will resonate with this demographic analysis of audience.

Competitor Audience Analysis

You must first identify your leading competitors to do a competitor audience analysis. To analyze competitors’ audiences, research their target audiences to better understand their needs and pain points. With this type of audience analysis, you can improve your website content and reach a broader target audience.

Below are the expected benefits of  audience analysis of competitors:

  • Identify new opportunities– The importance of audience analysis here is that by understanding your competitors’ target audiences, you can identify new market opportunities you may have yet to consider.
  • Improve marketing strategies– You can create targeted content and ads more likely to relate to your competitors’ target audience, improving the overall marketing results.
  • Gain a competitive advantage– By addressing the needs and pain points of your competitors’ target audience in a way that your competitors do not, you can alter your product or service and gain a competitive advantage.
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How to Do an Audience Analysis?

To do a website audience analysis, follow these steps after collecting the right demographic, psychographic, and behavioral information:

Identify Your Prospective Audiences

Prospective audiences are the people your website intends to serve or sell products to. To analyze your prospective audiences, brainstorm a list of potential customers based on audience segmentation strategies, including audience analytics for demographic research results, psychographic audience analysis data, individual interests, and motivations. This step is essential for leveraging the benefits of audience analysis in identifying a broad spectrum of potential customers through effective audience segmentation.

Select the Priority Audience

The priority audience is the group of people most likely to help achieve your marketing goals, whether by subscribing to a newsletter on your website, buying products or services, influencing other potential customers, or simply making the changes your SBCC campaign is calling for. Selecting a priority audience demonstrates the benefits of audience analysis by focusing your efforts on those most impactful toward achieving your goals.

Social and Behavior Change Communication (SBCC) is the strategic use of communication to analyze audience for promoting desired outcomes based on proven behavior change theories and models. It employs a systematic process, beginning with formative research and behavior analysis, followed by communication planning, implementation, monitoring, and evaluation.

Identify Priority Audience Characteristics

Analyze priority audiences to identify their socio-demographic, geographic, and psychographic characteristics, including their preferences and other opportunities to resonate with them. Understanding these characteristics underscores the importance of audience analysis in tailoring your messages and strategies to meet the specific needs and preferences of your target audience.

Identify Knowledge, Attitudes, and Practices

To effectively analyze audience learn about the audience’s pre-existing notions and what they think and feel about your product or brand to determine their stage of behavior change; this helps you create landing pages and communicative messages based on data collected about the audience’s knowledge, beliefs, attitudes, and behaviors. This step further emphasizes the importance of audience analysis in crafting messages that are relevant and persuasive to your audience.

Identify Barriers and Facilitators

Determine the barriers and motivators influencing the priority audience’s behavior. Habits, fears, negative experiences, and cynicism can all prevent people from performing the desired action on your website.

Define Your Analysis Tools

Choosing the proper website audience analysis tools requires setting a budget and experience level. Starting with simple tools for audience analytics such as Google Analytics is a good idea if you are new to data analysis. Tools that analyze forms can offer deeper insights into user interactions and issues with forms, enhancing your overall strategy for engaging potential customers.

Determine Voluntariness

To determine the voluntariness of your audience, consider the following:

  • Did they respond to your content using a survey or online feedback form?
  • How many test groups visited your website or used its services?
  • Are targeted audiences willing to purchase a membership for the product or service?
  • Did they register for an upcoming event or product in advance?

If yes to any of these questions, these are more likely to be voluntary audiences. Make sure that your content is relevant to their goals.

Consider Audience Segmentation

Audience segmentation analysis is essential for a thorough website audience analysis. Divide your priority audience into subgroups based on one or more similar characteristics that will affect the success of your social and behavior change communication study. For effective audience segmentation analysis, Identify the needs and interests of each subgroup to ensure that your content is relevant and engaging and effectively reaches your priority audience.

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Identify Key Influencers

To identify influencers with the right impact on your target audience, consider individuals and groups, such as friends, family, and social media platforms. Use demographic, psychographic, and behavioral analysis to select influencers who are relevant to your audience and have the potential to sway their behavior.

Organize Influencing Audience Information

To organize influencing audiences, analyze existing data to understand their relationship to your priority audience. Consider how the group influences your priority audience, the behaviors they encourage or discourage, and the best ways to reach them.

Develop Audience Profiles

An audience profile comprehensively describes your target audience, including their current behaviors, motivations, emotions, values, attitudes, and demographics (e.g., age, income level, gender, and residence). It also includes barriers and facilitators to adopting the desired behavior; to analyze audience profiles you can use this information to tailor your services and reach your audience more effectively.

Analyze Your Results

Once you have the information from the website audience analysis, focus on demographics, interests, and needs to identify trends and patterns. Data visualization tools can help with this. Use the audience analytics results to plan a marketing campaign, create advertising content, or build a website that achieves your goals.

Factors to Consider When Analyzing Your Results

Consider these most important factors when analyzing your results to maximize the benefit of your website’s audience analysis:

Whether You Met Your Initial Analysis Goals

To determine your website’s audience research goals, be specific and detailed. Common goals include:

  • Setting performance KPIs– Define quantitative metrics like target number of site visitors, conversion rates, sales targets, etc.
  • Identifying market gaps– Recognize consumer needs that current website offerings fail to address to expand your audience.
  • Defining/redefining target audience– Update understanding of customer demographics and behaviors to refine your target audience focus.
  • Creating forecasts– Build website traffic and conversion projections to set growth expectations.

The more specific you make your audience analytics goals, the easier it will be to track progress and conclusively assess whether your audience research is successful. Use different quantitative web analytic approaches and qualitative survey/interview techniques to gain a comprehensive, 360-degree view of your audience.

This allows nuanced understanding to inform strategy. Continuously refine your audience research goals as your business grows to align with new opportunities, emerging customer needs, and changing market forces. Set realistic objectives, but remain dynamic and adaptable in your vision.

If Your Tools Must Change for The Next Analysis

To analyze audience segment and compare your findings across different sources to identify patterns or trends. Finally, for effective audience analytics, collect feedback from colleagues, peers, or target audience members to validate your research and identify any areas for further improvement.

When deciding how many audience research tools to use, consider the diversity of your audience. If your audience is becoming more diverse, you may need additional tools to analyze data from different cultures and backgrounds. If your audience uses new technologies or channels, social media monitoring tools can help track their behavior on those platforms.

It is also essential to consider new data sources that could provide insights into your audience so that you can update your tools to access and analyze that data.

Specialized form analytics tools like Zuko (previously Formisimo) and Hotjar give further perspective by tracking user behaviors during form and survey completion on your website. Features include:

  • Producing heatmaps showing which fields customers engage with or ignore while filling out forms, which allows simplification of confusing sections.
  • Recording user sessions directly on forms and surveys, and replaying recordings to understand pain points and optimize flows.
  • Generating conversion funnel reports visualizing fall-off rates at each step to identify form length issues.
  • Aggregating performance metrics cover completion times, abandonment rates, fields skipped and more to improve form design/positioning.
  • Integrating with existing analytics providers connects form behaviors with customer profiles for better understanding.

Continuously update your toolset to provide well-rounded, actionable audience insights as your business scales and evolves over time.

If You Better Understand Audience Demographics

To better understand your audience demographics, interview and survey participants with questions directly related to the speech topic. It will help you collect diverse and comprehensive audience analytics information.

Avoid interviews and questions that intrude on people’s privacy. To ensure consistent results, you can use a standard set of questions phrased differently for different interviewees. Interview members of several different groups to gather a diverse range of perspectives.

Whether You Understand the Audience’s Pain Points

Use appropriate and respectful research methods that value their perspectives and ideas to determine whether you understand your audience’s pain points. Qualitative methods like interviews, surveys, and focus groups can collect in-depth insights into the audience’s needs and challenges. Ensure that your sample size is representative of the target audience and analyze the data concisely and systematically to produce accurate and reliable findings.

If The Business Can Meet the Audience’s Expectations

To determine whether your analysis meets your audience’s expectations, be specific and concise about what they expect from your website and how it addresses their needs. For effective audience analytics ensure your website is simple, concise, and not overpromise or underdeliver. Collect feedback from your audience on your products and services to improve your website and better understand their expectations and how to meet them.


The audience analysis importance lies in its ability to consider things from the perspective of the client’s point of view. By incorporating the audience analysis definition, which refers to the process of examining and understanding the characteristics, behaviors, and needs of your target audience, you can significantly enhance your strategy. When creating a website, your content needs to address the visitors’ various intellectual and personal needs.

The priority remains to paint a comprehensive image from the website audience analysis for perfect communication. It involves using demographic and psychographic audience analysis and behavioral insights in a friendly manner to tailor a personalized customer experience. You can easily achieve these steps using comprehensive audience analytics based on accurately profiling current and prospective audiences.

Lastly, to ensure the success of your website, remember to keep things simple and focus on your website accessibility. Too many steps and information may clutter the audience’s minds, deterring them from your website.

Frequently Asked Questions

1. What are the three 3 types of audience analysis?

Audience analysis involves three primary types: demographic analysis, which segments audiences based on characteristics like age and gender; psychographic analysis, delving into psychological aspects such as interests and values; and behavioral analysis, focusing on consumer behaviors including purchasing habits and brand interactions. These approaches provide a comprehensive understanding of the audience, enabling more personalized and impactful strategies.

2. What are the key elements of audience analysis?

The key elements of audience analysis include understanding the audience’s demographics (age, gender, education, etc.), psychographics (interests, values, lifestyles), behavioral patterns (purchasing habits, media consumption), needs and preferences, knowledge level about the subject, and cultural background. These elements help to resonate more effectively with the target audience.

3. What are the five steps of audience analysis?

  • Identify your prospective audience– Start by determining who your audience could be, focusing on the broad group of individuals that your message or product is aimed at.
  • Select the priority audience and characteristics– Narrow down your focus to a priority audience. Identify key characteristics that define this group, such as demographics, psychographics, and behaviors.
  • Create your analysis tools– Develop tools and methods for gathering data about your audience. This could include surveys, interviews, focus groups, or digital analytics tools.
  • Determine voluntariness– Assess the level of voluntariness within your audience, understanding how compelled they are to engage with your message or product. This helps in tailoring the approach to match their level of interest or obligation.
  • Collect and analyze results– Finally, collect data using your chosen tools and analyze the results. This analysis should offer insights into your audience’s needs, preferences, and behaviors, guiding you in refining your message or strategy accordingly.

4. What are the methods used in audience analysis?

Methods used in audience analysis include surveys and questionnaires, interviews, focus groups, observation, demographic analysis, psychographic profiling, and social media and website analytics. These approaches assist in capturing insights into the audience’s interests, behaviors, and overall feedback for more effective communication strategies.


Mike Hakob

Mike Hakob is a seasoned digital marketing maven with over 15 years of mastery, and the visionary Co-Founder of FormStory. As the driving force behind Andava Digital, he has dedicated his expertise to empowering small to medium-sized businesses, crafting tailor-made websites and pioneering innovative marketing strategies. With a graduate degree in Management of Information Systems, Mike seamlessly blends the realms of technology and marketing, consistently setting new industry benchmarks and championing transformative digital narratives.