Once audience research has been carried out it is important to
then turn those findings or data into useful information that
will affect how you can best achieve your target aims and objectives.
Research and analysis can have many benefits:
- It can uncover new useful information
- It can prove or disprove theories or ideas that have been
put forward
- If the data collected is interpreted as saying something
different to that which was originally believed, this could
turn the project around
- It can confirm that you are on the right track and can enforce
existing values
The consequence of ignoring this research may mean there are
gaps in your project and that it is heading in the wrong direction.
The information collected needs to be collated and presented
in a format that makes it possible to pick out key themes and
points. This information is then often passed back to the client
or fed back to the participating audience to confirm it has been
interpreted correctly and that they agree with the findings. If
there is a good relationship between the producer and the client
then the client will take on board this data and make revisions
to the original brief as required.
Research tests peoples' reactions and helps you as the producer
to reduce the risks of failure. It helps you to make calculated
decisions and establishes a sense of reality in the project. Research
can challenge existing perceptions and alter how the audience
is perceived.
It is necessary to use multiple sources of audience research
to ensure an accurate picture of usability or reaction. Research
can determine how well the project technology has been designed
and built or how effective a specific type of programme has been
amongst a targeted age group.
Methods of research that can be used to help improve a design
include:
- Logging data
- Observation
- Surveys
- Interviews
- User comments and suggestions
Logging user activity is a method employed in multimedia which
will show how often people are using particular features on a
website and this enables the producer to make alterations based
on the findings, such as design improvements.
| Type of research |
Advantages |
| Formal observation (usability testing) |
Effective for multimedia platforms. Data obtained can uncover
information about frequency and patterns of use (what users
actually do) |
| Surveys and interviews with set questions |
Can produce quantitative data about reactions to features
on a site, particularly if interviews held periodically throughout
a study (what users think) |
| Informal observation and conversation |
Can give a far more in depth understanding of the situation
using techniques such as chatting and telling stories |
|
