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research-audience

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Audience research: who the buyers are, in their own words, where they gather and how to reach them — plus named prospect lists when asked. Use when the marketer says "research our audience", "who should we target", "mine our reviews", "why do people buy us or leave", "where does our audience hang out"; or for lists: "find 50 right-fit leads with emails", "find retailers or accounts to pitch", "score these leads / who do we call first", "who's looking for an alternative to X", "tell me when a past champion changes jobs". Reads the brand's own customer data first and delivers a readable report saved to the brand. Never contacts anyone. Not for market size or trends — use research-market; not for writing the messages — use write-outreach.

skills/marketing/research-audience/SKILL.md

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# research-audience

Audience research answers, for the people a brand sells to: **who they are** (buyer groups, sized in buyers, with buying roles), **what they want**, **their problems and how we solve them**, **their words** (the customer-quote bank), **where they gather**, and **how to find and reach them**. It owns the brand's **one list of buyer groups** and the **quote bank**; market research reads them and sizes the market around them (its figures are context; group sizes are counted here), and every maker reads them. A list of named people is a separate mode, only when asked. The craft is in [references/audience-research.md](references/audience-research.md) and [references/quote-bank.md](references/quote-bank.md); this file is the order of work.

**The rule that matters most: the brand's own customers first, then free pass, report once** (`../marketing-guide/research-pattern.md` (in the `marketing-guide` skill) — read it before the first search). One specific question for the brand's customer data is allowed up front; after that, cover every group on every dimension from free sources before the next message. Never stop to ask "which group should I go deeper on?". Paid reads only deepen it, with one credit yes.

**Depth matches the ask; keep to these call caps** (paid reads are credits, only after the one credit yes):
- **Quick** ("who's our customer, roughly?", a single question): no workers, about 20 web calls in all, the answer in chat plus a one-page report.
- **Standard** ("do the audience research", the default): **at most three group workers, one level only**, each capped (segment-pass § Budget); news done by you (about 6 searches) and sizing gaps the workers left (about 6 more). About 80 web calls in all.
- **Deep** (the marketer asks for depth, or after the paid top-up yes): up to five workers; the caps stay.
Never brief a worker to load this playbook or any skill — the brief is [the `research-audience-segment-pass` skill](../research-audience-segment-pass/SKILL.md) pasted whole plus the inputs, and nothing else; workers use only web search and page reads, no GooseWorks calls. Sampling and saving the quote bank ([references/quote-bank.md](references/quote-bank.md)) are yours, not the workers'. Workers never start workers. Search before you fetch; fetch only a page you'll quote or count from.

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