How to Use Audience Research to Listen Better
In this month's blog, guest contributor and nonprofit research expert, Amanda Forr, shares how to conduct audience research for better and more meaningful communications.
Imagine catching up with a friend. You dive into a story, but a few minutes in, you notice their blank stare. Then it hits you: they have no idea what you’re talking about—or worse, they don’t care. Then they begin politely nodding—and looking for an exit.
That’s exactly what happens when organizations communicate without understanding their audiences. What should be a conversation turns into a monologue—and people tune out.
Keeping your audiences engaged doesn’t take magic. It takes research.
What Is Audience Research?
Audience research is the process of truly getting to know your people—what they think of you, what they want from you, and how they experience your work. It uncovers their goals, frustrations, and expectations so you can better serve them.
There are three common approaches to audience research:
In-Depth Interviews
One-on-one conversations guided by questions, but flexible enough to explore unique perspectives. Interviews often create space for sensitive topics and build trust through confidentiality.Focus Groups
Small-group discussions, held virtually or in-person, where the energy of shared dialogue sparks new ideas, challenges assumptions, and uncovers deeper insights.Surveys
Scalable tools for gathering input on demographics, perceptions, and priorities. There are two common types of surveys:Audience Surveys reach people already connected to you via email lists, social media, or partner networks.
Community Surveys expand beyond your network to assess broader awareness and identify growth opportunities.
Why It Matters
At Beam Consulting, we’ve seen more organizations invest in listening, and with good reason: you can’t meet anyone’s needs if you don’t know what they are.
Done well, audience research doesn’t slow you down—it sharpens your focus. It makes your work more targeted, efficient, and effective.
How to Do It Well
Start small and set clear goals. Begin with a few conversations or a short survey. Know what you want to learn and what decisions your findings will inform.
Test before launch. Share your questions with colleagues or experts to ensure they’re clear, respectful, and relevant.
Be inclusive. Use translations, accessible formats, and broad outreach so your research reflects the full diversity of your community.
Close the loop. Share what you learn. Even a simple ‘thank you’ helps build trust and shows you value feedback.
Look at the big picture. Pair insights with data you already track, like analytics or fundraising patterns, for a fuller view.
Make listening a habit. Build ongoing feedback loops so you can adapt as needs change.
Closing the Loop
Think again about that conversation with your friend. Awkward silence in a friendship is uncomfortable enough. In organizational communication, it’s even more costly. If your audience doesn’t recognize themselves in what you’re saying, it’s like telling a story in a language they don’t speak. The connection is lost before it begins.
Audience research is simply that: turning one-sided monologues into meaningful conversations. And when your audiences feel heard, they’re far more likely to lean in, engage, and stick around.
Ready to Listen Better?
Audience research takes intention, but you don’t have to figure it out alone. Some professionals specialize in this work—Beam Consulting included. If you’re ready to move beyond guesswork and start building real conversations with your audience, let’s talk.
My best,
Amanda
About The Author
Amanda Forr, the founder of Element A, has built a career dedicated to the idea that carefully chosen words are meaningful and can drive progress. As a writer, editor, and strategist, Amanda transforms research and data findings into actionable insights and strategic plans. She also tells stories, bringing voices and perspectives to light in authentic and insightful ways.