Understanding Audiences and Their Behavior
- Understanding Audiences and Their Behavior
- Self-Directed Course
- Time Estimate:
- This course takes about 2 - 3 hours to complete
About Self-Directed Courses
In a self-directed course, you can start and stop whenever you like, progressing entirely at your own pace and going back as many times as you want to review the material.
Do you know who your audience is, and how to reach them? In this course, we will go beyond the traditional ways to measure audience and help you understand what motivates people to use media — and how to create a valuable media product for them.
Starting a new venture? This course will show you how to move beyond hunches or trends to describe your potential audience. We'll show you how to use research and your journalistic judgment to identify and define your audience.
What Will I Learn:
- A systematic approach to identifying and understanding your audience
- What kind of audience research matters
- What research methods are the most reliable under what circumstances
- How to identify and refine a target audience for a product
Who should take this course:
Journalists in traditional news organizations, entrepreneurial journalists or anyone who wants to engage their current audience or identify and target audiences for new initiatives
Rachel Davis Mersey is an assistant professor at Northwestern University’s Medill School of Journalism. She uses quantitative and qualitative research strategies to examine journalism in light of the changing media environment. Her aim is to improve the practice of journalism in a manner that enhances publications’ relationships with their audiences by understanding their identities. Her classes have worked with Chicago-based clients such Crain’s Chicago Business, WGN and the Chicago Reader. She is also a member of the school’s innovation projects resource board, which focuses on guiding multiplatform development ventures.
No special software is needed. However, we strongly recommend you have a high-speed or broadband connection. We recommend accessing this course with Firefox or, for Mac users, Safari 2.x or higher.