"This is the 'concise edition' of 'The Guide to Researching Audiences'. It is a shorter version of the main Guide, designed to provide an easily accessible summary of the key principles of audience research and some practical information. The full version of the Guide contains more detailed informat ... ion than this concise edition, but they are laid out in exactly the same way to make it easy for you to follow [...] The Guide sets out the basic principles of audience research. These can be followed regardless of the type of service or audience, and will help you to conduct audience research more effectively (better results) and efficiently (lower effort), with fewer problems and unforeseen complications. They provide the building blocks to enable you to design, conduct and apply your own audience analysis research. What this Guide will not provide you with is a ready-made audience analysis programme specifically designed for your service." (Introduction) more

"This guide has been written for people in the UK public sector delivering online digital services who wish to research their audiences. Although it is focused on online digital services, it will also be useful for researching audiences reached via other channels. It is primarily aimed at non-expert ... s who do not have market research skills themselves, and who do not have access to dedicated market research teams. It is therefore likely to be most useful for people in small organisations / services, or those conducting small projects in larger organisations. It may also be useful for people procuring services who want to know what guidelines to provide, and for those setting policies." (Introduction, page 6) more