How to conduct segmentation and create a portrait of the target audience

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Target audience analysis is an important task for any business. Competition in the market today is very high, and therefore it is not enough to simply present a beautiful offer. You need to demonstrate to the client what tasks and problems the offered product or service will solve, how the product can change his external and, most importantly, internal world. In other words, sell not the product, but the result, the benefit from its use.

When conducting a target audience analysis, you bolivia mobile phone numbers database need to remember: consumers buy a product based on 4 of their needs:

Basic.

Social.

Spiritual.

In order to improve status.

When creating promotional materials, you need to focus on these needs.

So what should a company know about its potential consumer?

To conduct an effective analysis, you should know the gender of your clients, their financial and family status, profession - that is, have an idea of ​​​​the socio-demographic and psycho-graphic indicators. In addition, you should imagine where and how your target audience spends their free time, what they are interested in, what social networks they use.

It is very convenient to divide the target audience into segments or classes to understand what your customers want, i.e. to conduct a more detailed analysis of the target audience. Thanks to segmentation or clustering, you collect information about the audience and organize customers into separate categories based on similar characteristics.

Target audience analysis

If you want to get good results from the analysis, create a portrait of a potential client, describing him in detail. The portrait of your potential client must necessarily include the following components:

age, gender, marital and social status, income level, education, profession;

social activity (leisure, social networks, social circle);

how the product can solve a problem or satisfy a customer’s need;

what associations does your product or service evoke;

for what purpose and why the consumer buys the product.

There is nothing complicated in collecting such information. Experienced marketers use all possible sources, for example, they analyze the site metrics (user clicks and resources ignored by them), social networks (which sites a person is registered on, which communities they are interested in, what information is in the public domain).