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Analyzing the History of Audiences

The target audience can be broad (for example, all consumers of dairy products) or narrow (for example, consumers of low-fat products in the low-price segment). The wider the target audience, the more its description will be blurred, as it will be difficult to distinguish clearly expressed characteristics of consumers (all consumers will be very different).

In practice, companies still focus on a broad target audience, limiting it to income, age, and values. Then the broad target audience of the company is divided into several groups according to the model of consumer behavior, describing each group in more detail (using behavioral characteristics and expressing the needs of the consumer). In the future, for each group of consumers within a broad target audience, separate products, individual advertising messages, and strategies for working with clients are developed.

When analyzing the audience, you should talk about the brightest representative of the target market, trying to describe the common characteristics by which you can distinguish the consumer of your company from the rest of the consumers in the market. When composing a portrait of your consumer, you should describe not only current customers of the product, but also all potential customers who have not yet purchased the product.

The target audience of the product is selected at the stage of development of the positioning strategy, after the analysis and segmentation of the market. Ideally, the portrait of the target audience should include current consumers (because these customers already bring a stable income), potential customers (have a vector of development), and build on the needs that the product solves with its distinctive or most important characteristics.

To compile a detailed portrait of the target audience, you need to understand: who buys and does not buy your goods; why they buy or do not buy your goods; how they choose, buy, and use (the whole process); how they relate to other goods and companies-competitors; what experience they have in the use of the goods, etc. The survey conducted among consumers and non-consumers of the product helps answer all these questions. Make a small questionnaire and interview the most prominent representatives of your customers. The questions depend on how you describe in detail the characteristics you want to describe the target audience.

Additional sources of information can be sales managers, open research on the internet, and data from internet sources when there are customer contacts.

The target audience can be broad (for example, all consumers of dairy products) or narrow (for example, consumers of low-fat products in the low-price segment). The wider the target audience, the more its description will be blurred, as it will be difficult to distinguish clearly expressed characteristics of consumers (all consumers will be very different).

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100005101
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CREATED ON
12 June 2017
COMPLETED ON
15 June 2017
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$34
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12 June 2017
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15 June 2017
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