; and (2) maximize shared use of resources between, and within, such public diplomacy bureaus and offices in cases in which programs, facilities, or administrative functions are duplicative or substantially overlapping. 6. Improving research and evaluation of public diplomacy (a) Definitions In this section: (1) Audience research The term audience research means research conducted at the outset of a public diplomacy program or campaign planning and design on specific audience segments to understand the attitudes, interests, knowledge, and behaviors of such audience segments. (2) Digital analytics The term digital analytics means the analysis of qualitative and quantitative data, accumulated in digital format, to indicate the outputs and outcomes of a public diplomacy program or campaign. (3) Impact evaluation The term impact evaluation means an assessment of the changes in the audience targeted by a public diplomacy program or campaign that can be attributed to such program or campaign. (4) Public diplomacy bureaus and offices The term public diplomacy bureaus and offices means— (A) the Bureau of Educational and Cultural Affairs; (B) the Bureau of Public Affairs; (C) the Bureau of International Information Programs; (D) the Office of Policy, Planning, and Resources for Public Diplomacy and Public Affairs; (E) the Global Engagement Center; and (F) the public diplomacy functions within the regional and functional bureaus. (b) Research and evaluation activities The Secretary of State shall— (1) conduct regular research and evaluation of public diplomacy programs and activities of the Department of State, including through the routine use of audience research, digital analytics, and impact evaluations, to plan and execute such programs and activities