Capturing audience insights into why your audience behaves in a certain way, therefore, is critical as you begin to consider how to design a targeted intervention campaign, and how to measure the effectiveness of that campaign, and the change that you hope to create. In this video, we will cover some key measurement methods and tools for gathering audience insights, as well as their benefits and challenges. It is up to you to consider which of these methods are suitable for the questions you want to ask, and the resources you have available.