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Audience research


At AQ Rate, we take a data-driven approach to audience and media measurement, focusing on audience currencies, coverage and ratings, media and touchpoint exposure, and simultaneous media usage. These indicators provide a precise understanding of how audiences are reached and how they interact with media across channels, enabling brands to optimise media strategies and improve the overall effectiveness of their campaigns, across all sectors, including the most specific ones. Examples of studies are available here.


You will find examples of studies here.

Why it's important

Audience research is important because it provides a clear and reliable understanding of who is reached, how often, and through which media and touchpoints. By analysing audience currencies, coverage and ratings, media exposure, and simultaneous media usage, brands gain an accurate view of real audience delivery and cross-media consumption. These insights make it possible to optimise media planning and allocation, improve reach and frequency strategies, limit waste, and ensure investments are directed toward the most effective channels. Ultimately, audience research supports better-informed decisions and stronger media performance across all sectors


To sum up in 3 points :

Accurate audience measurement

Provides reliable insights into audience size, coverage, ratings, and real exposure across media and touchpoints.

Optimised media strategies

Helps refine media planning, reach and frequency, and cross-media allocation by understanding simultaneous media usage.

Improved efficiency and ROI

Reduces waste, maximises media effectiveness, and ensures investments target the most relevant audiences.

What insights can be found in this study?

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Audience currencies and metrics: audience size, coverage, ratings, reach and frequency.
  • Media and touchpoint exposure: channels used, level and intensity of exposure, and key contact points.
  • Cross-media and simultaneous usage: overlap between media, multi-screen behaviours, and consumption patterns.
  • Audience profiles: sociodemographic and behavioural segmentation of reached audiences.
  • Performance by medium: comparative effectiveness of media and touchpoints.
  • Actionable insights and recommendations: clear guidance to optimise media planning and allocation.

Interested ? Would you like to learn more about audience research? 

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Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

See our case studies

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