Just like anyone else who might be involved into one domain or another, you probably are confident enough in your skills over the market. You probably think that you know your audience and you know exactly what your potential customers actually like to see. You may have a brief insight or clue about what your audience prefers, likes and needs. But then, you definitely do not want to plan your upcoming operations, marketing campaigns and changes on some random assumptions. In fact, this is when a qualitative audience research campaign steps in. You probably have a lot of useful information from a wide variety of sources and this is what your upcoming plans are based on. However, surprisingly enough, none of these sources mean anything, especially if you have no clue how to properly analyze them by the book and understand what they are trying to transmit. On the other hand, researching the market like a pro will clearly open a lot of doors and put you one step ahead. When compared to your competition, the benefits are obvious.
Audience research is an amalgam of systematic details and analyses about your competition, viewers, customers or environment. However, even if they actually understand the benefits of this research, a lot of people still fail to understand its uses. Basically, market research is supposed to be a continuous process. It comes and goes through an ongoing cycle and does not represent a onetime operation. The more you know, the further you will get.