Audience Analysis
A web site’s content should match the needs and expectations of the audiences for
that site. Westat offers a suite of services to help clients understand those audiences.
Westat's services in the area of audience analysis include:
- Server log analysis, using archival traces to identify the search terms that visitors used
and the pages that they visited;
- Public inquiry analysis, applying content analytic techniques to categorize requests from email or
telephone logs;
- Stakeholder interviews, identifying needs through in-depth interviews with a panel of users;
- Focus groups, conducted online or in person to identify user needs;
- Surveys, implemented as a web-enabled form, by telephone, by mail, or by email;
- Audience segmentation, categorizing intended and unexpected users into groups for communication and
marketing; and
- Contextual inquiry, in which observations of user behavior in real-world settings support system
design.
