How to create a portrait of your target audience?
Target audience research is an important part of any business. Understanding who your customers are and what they need allows you to effectively run advertising campaigns and attract interested users.
Creating a profile of a potential customer involves gathering information about them from various sources, such as social media, trade shows, personal contacts with customers, and website analytics. The 5 questions method can be used to develop such a profile, using the example of a company that specializes in selling jeans:
- What: Product/service – jeans.
- Who? Customers – shop owners, sellers.
- Why? Motivation to buy – favorable prices, high quality, convenient ordering, fast delivery.
- When? The need for goods – as needed, based on the demand of end users.
- Where? The place of purchase – the manufacturer’s or supplier’s website, or personal account.
Don’t be afraid to ask additional questions that will help you understand your target audience even better. Depending on the industry, they may vary. The more specific the portrait, the more valuable conclusions you can draw. In the B2B business segment, it is important to take into account not only the needs of direct customers but also end users. This allows you to quickly adapt products to current market needs.
In the final step, you need to display a clear image/portrait of your customer. This step is necessary to turn your data into a living image. Think back to all the characteristics you’ve collected and imagine a real person, not just columns and rows in a spreadsheet. Give this person a name, describe his or her weekdays and weekends, relationships with loved ones, shopping behavior, and so on. Do this for each segment of your target audience. Now you know exactly how to address these people and what attracts their attention.
