User research: an essential process for optimizing territorial communication
Posted: Mon Dec 09, 2024 10:49 am
User research is a process of studying and analyzing the needs, behaviors and motivations of audiences , which allows not only to adapt communication strategies, but also services to residents. It is not uncommon for local authorities, like Paris, to use this information to improve their image, particularly with regard to their proximity to citizens and their identity. One thing is certain, at a time when social networks and the Internet are privileged spaces for local communication, by promoting, among other things, participatory democracy and territorial actions, this approach transforms the relationship between cities and residents .
But then, as a community, how can you take hold of user research to better understand and serve your audiences in a rapidly evolving digital context? That's what we're going to see.
Three people in discussion in front of a whiteboard filled with sketches and sticky notes, working on user research and territorial communication.
The specific challenges of territorial communication
If we look more closely, territorial communication is much more than just a matter of disseminating information. It is indeed a real challenge for you, communities, since you have to juggle between different audiences and issues . Yes, you cannot address residents, entrepreneurs, public actors, newcomers, or tourists in the same way.
And that is precisely the problem! How can a community instagram database address all these interlocutors at the same time? The answer to this question is all the more important since, from regional planning to public services, including local events and economic development, the subjects are vast. In addition, with the incessant development of digital technology and the importance of certain social networks, communication channels are multiplying. The challenge is therefore to adapt the message to each one , while maintaining transparency and commitment to citizens. However, as you will see, this is precisely the interest of good territorial communication.
What is user research?
User research , or user experience research (UX Research) in English, refers to a set of methods designed to understand the uses, needs and expectations of users of a product or service . As a community, you can see it as an in-depth investigation into the daily lives of your residents, the idea being to understand their needs, their behaviors, and especially their expectations as citizens.
To achieve this, several approaches are possible: interviews with those concerned, surveys of the population, co-design workshops , etc. There is a whole arsenal of methods for giving your constituents a voice and collecting valuable information.
And don't think that user research is reserved for large cities like Paris! All communities, regardless of their size, can benefit from it. This process is indeed adapted to each territory and its specificities. In addition, on this occasion, you will be able to analyze your public services , both online and in person, as well as the interactions on your social networks or the effectiveness of your current territorial communication .
Upon arrival, user research allows you to set up a digital and territorial strategy that truly meets the needs of your citizens. It promotes the improvement of existing services, the creation of new tools, or even the redefinition of certain public policies. If you want to place residents at the heart of your action , it is definitely a tool to favor.
How to apply user research to territorial communication?
As you will have understood, user research applied to territorial communication helps you understand the needs, behaviors, expectations and perceptions of residents, but also visitors and any stakeholder in the territory (whether it is a city, a region or a community), in order to better serve them and adapt your strategies accordingly. But how to apply it concretely? Here are some steps that can help you.
Delve into the minds of your residents : the key to successful territorial communication undoubtedly lies in your knowledge of the public. This involves, for example, conducting surveys, organizing focus groups, or analyzing data from your social networks to understand your citizens. What do they want to know about public services? What events interest them? This first phase of research refines your strategy, in addition to helping to strengthen the image and reputation of the territory.
Find the right channels : As you know, each territory has its own dynamics and not everyone uses the same communication channels. As such, you need to find out which tools work best with your different audiences. City or community website, Facebook page, newsletter, etc. Test everything possible and measure the impact of each channel to optimize your communication mix.
Personalize your messages : As we have seen above, all communities address diverse audiences. Young people, seniors, local businesses, newcomers or tourists, it is essential to adapt your messages according to each group. Thanks to user research, you not only understand their specific needs, but above all you can adjust your tone and content to the profile of each.
But then, as a community, how can you take hold of user research to better understand and serve your audiences in a rapidly evolving digital context? That's what we're going to see.
Three people in discussion in front of a whiteboard filled with sketches and sticky notes, working on user research and territorial communication.
The specific challenges of territorial communication
If we look more closely, territorial communication is much more than just a matter of disseminating information. It is indeed a real challenge for you, communities, since you have to juggle between different audiences and issues . Yes, you cannot address residents, entrepreneurs, public actors, newcomers, or tourists in the same way.
And that is precisely the problem! How can a community instagram database address all these interlocutors at the same time? The answer to this question is all the more important since, from regional planning to public services, including local events and economic development, the subjects are vast. In addition, with the incessant development of digital technology and the importance of certain social networks, communication channels are multiplying. The challenge is therefore to adapt the message to each one , while maintaining transparency and commitment to citizens. However, as you will see, this is precisely the interest of good territorial communication.
What is user research?
User research , or user experience research (UX Research) in English, refers to a set of methods designed to understand the uses, needs and expectations of users of a product or service . As a community, you can see it as an in-depth investigation into the daily lives of your residents, the idea being to understand their needs, their behaviors, and especially their expectations as citizens.
To achieve this, several approaches are possible: interviews with those concerned, surveys of the population, co-design workshops , etc. There is a whole arsenal of methods for giving your constituents a voice and collecting valuable information.
And don't think that user research is reserved for large cities like Paris! All communities, regardless of their size, can benefit from it. This process is indeed adapted to each territory and its specificities. In addition, on this occasion, you will be able to analyze your public services , both online and in person, as well as the interactions on your social networks or the effectiveness of your current territorial communication .
Upon arrival, user research allows you to set up a digital and territorial strategy that truly meets the needs of your citizens. It promotes the improvement of existing services, the creation of new tools, or even the redefinition of certain public policies. If you want to place residents at the heart of your action , it is definitely a tool to favor.
How to apply user research to territorial communication?
As you will have understood, user research applied to territorial communication helps you understand the needs, behaviors, expectations and perceptions of residents, but also visitors and any stakeholder in the territory (whether it is a city, a region or a community), in order to better serve them and adapt your strategies accordingly. But how to apply it concretely? Here are some steps that can help you.
Delve into the minds of your residents : the key to successful territorial communication undoubtedly lies in your knowledge of the public. This involves, for example, conducting surveys, organizing focus groups, or analyzing data from your social networks to understand your citizens. What do they want to know about public services? What events interest them? This first phase of research refines your strategy, in addition to helping to strengthen the image and reputation of the territory.
Find the right channels : As you know, each territory has its own dynamics and not everyone uses the same communication channels. As such, you need to find out which tools work best with your different audiences. City or community website, Facebook page, newsletter, etc. Test everything possible and measure the impact of each channel to optimize your communication mix.
Personalize your messages : As we have seen above, all communities address diverse audiences. Young people, seniors, local businesses, newcomers or tourists, it is essential to adapt your messages according to each group. Thanks to user research, you not only understand their specific needs, but above all you can adjust your tone and content to the profile of each.