Workshop Topic
This workshop focuses on how organizations can use audience‑analysis frameworks—grounded in motivations, behaviors, and generational patterns—to better interpret media and conversation data. Drawing from research on how different audience segments learn, engage, and form affinities, we’ll explore how these signals surface in media environments and how monitoring platforms can turn them into meaningful organizational insight.
Why This Topic Matters
Today’s audiences expect tailored communication, credible narratives, and content that meets them where they are. Audience‑analysis research shows that motivations and behaviors shift across age groups and career stages, influencing what people respond to, how they consume information, and what drives their decisions. These same dynamics appear in social, news, and online conversations—making media‑monitoring data a powerful lens into emerging needs and sentiment.
Attendees will learn how to:
- Identify key audience segments using motivation and behavior patterns revealed through audience‑analysis research.
- Spot early trends and sentiment shifts by tying generational or psychographic insights to real‑time media signals.
- Translate monitoring outputs into actions, whether developing messaging, refining content strategy, or informing product and research decisions.
- Use audience insights to anticipate expectations, especially when public conversations indicate confusion, frustration, or opportunity areas.
Presenter: Jack Gallaway - Director, We. Studio, We. Communications
As a director on the We. Studio Insights team, Jack has led multiple projects analyzing core audiences for our clients, which helps bring strategic advice on how to reach and resonate with the most crucial people for our clients’ business goals.