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Understanding Audiences and Their Behavior

About This Course

Do you know who your audience is, and how to reach them? In this course, we will go beyond the traditional ways to meausre 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

Course Staff

Rachel Davis Mersey

Rachel Davis Mersey

Rachel Davis Mersey is an assistant professor at Northwestern University's Medill School of Journalism. She uses quantitative and qualitative research strategies to examine journalist 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 wit hChicago-based clients such as 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.

Frequently Asked Questions

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See our list of supported browsers for the most up-to-date information.