Audience Research helps you better understand your target audience before creating a campaign. It uses web research, together with any context you provide, to generate insights that can guide campaign messaging, structure, and personalization.

What Audience Research does

When you define a target audience in Campaign Agent, an initial audience profile is created automatically. You can review it, refine it, or add more details before saving it to your campaign.

Audience Research can help uncover insights such as:

• Audience goals and priorities

• Common challenges or pain points

• Buying considerations

• Market or industry trends

• Strategic initiatives or areas of focus

• Messaging angles that may resonate with the audience

These insights help Campaign Agent create campaigns that are more relevant, personalized, and aligned to your audience.

Supported audience types

Audience Research supports different types of target audiences, including:

• Accounts

• Personas

• Segments

The research focus changes based on the audience type. For example, account research may focus on business priorities and strategic challenges, while persona research may focus on role-specific goals, challenges, and buying influence.

How to use Audience Research

1. Open Campaign Agent.

2. Add or define your target audience.

3. Campaign Agent creates an initial audience profile.

4. Select Open Audience Hub to review and refine the research.

5. Use the Audience Research chat to ask follow-up questions or add more context.

6. Add supporting resources, such as documents, links, company data, or reports.

7. Review the generated insights, confidence score, and sources.

8. Select Save to Campaign to use the research in your campaign.

Adding your own resources

You can tailor Audience Research by adding your own supporting information, such as:

• Documents

• Links

• Notes

• Campaign context

• Account knowledge

• Messaging direction

• Internal research

• Company data or reports

Campaign Agent uses this context together with web research to make the insights more specific and relevant to your campaign.

Understanding Resources

Audience Research uses web research to generate and support its insights. Select Resources to view the web sources the research was based on.

The Resources panel shows the websites and links used during the research process, so you can review the supporting sources behind the generated insights.

Understanding confidence scores

Each insight includes an AI-generated confidence score. The score indicates how strongly the insight is supported by the available web research and context.

A higher confidence score means the insight is better supported by the sources and information available. You should still review the insight to make sure it fits your campaign goal and audience strategy.

Using Audience Research insights

Once saved to the campaign, the audience insights can help shape:

• Campaign messaging

• Board content

• Storyline and structure

• Personalization strategy

• Recommended topics or content areas

• Calls to action

The goal is to help every campaign start with stronger audience context.

Best practices

For better results:

• Be specific when defining the audience.

• Add any internal knowledge or campaign context you already have.

• Use follow-up questions to deepen the research.

• Review the web resources and confidence scores.

• Save the research to your campaign before continuing.

• Keep the campaign goal in mind when refining the research.

Example

Instead of creating a campaign for a broad audience like “IT leaders,” you can provide more specific context, such as:

“IT leaders at enterprise healthcare companies who are focused on improving data security and reducing operational complexity.”

Audience Research can then generate more focused insights that help Campaign Agent create a stronger, more relevant campaign.