How to analyze the target audience: what to pay attention to
Official statistics say that about 56% of startups fail. And the main reason for that is that their product does not find its consumer. To avoid such a fate, a startup should conduct an analysis of its target audience, and only after that should it start creating a product. On the basis of the received data, you can correctly position your target audience and choose the effective variant of promotion.
Before the target audience analysis, it is important to know the basic 7 psycho types of people, on the basis of which further segmentation of consumers will be carried out. It is this peculiarity of a person that influences his choice of both goods and type of activity. By understanding what psycho-types prevail in your consumer, you can choose the best tools to promote the product and build the image of the company.
The first step in analyzing the target audience is to make hypotheses, according to which consumers are divided into segments based on similar characteristics and psycho types. Next, it is necessary to select those groups of people who are potential customers of the company. The second stage is to prepare and conduct the in-depth interview, which helps to identify the needs of the person, his values, problems, and desires. Such an interview takes 1-2 hours with each respondent, and it is better to interview more people, for the results to be most useful and credible. Questions for the interview are divided into several groups – general questions, which give the opportunity to get acquainted with the person, and questions on the topic of the product, its features, and its use.
The next item on your target audience analysis checklist is to structure the information you receive. There will be a lot of data, and processing it manually will take a lot of time. Therefore, it is better to use special programs that structure all information and divide respondents according to their psycho types. An example of such a service is the Persona Framework. In the process of work, they create several versions of the image of the potential client, and further on they are guided by them when developing a strategy.
Target audience analysis is necessary not only for targeting but also for SMM. For example, based on the results specialists create several versions of the consumer and determine which of the options for promotion will be optimal for the impact on it. And the image of the client should be created both for a new product and if the company is already on the market. If the target audience analysis will determine your consumer as a young girl, then Instagram can be an effective tool for promotion. At the same time for a middle-aged man, the presentation of the product through Facebook demonstrates good results.
Target audience analysis, including that conducted online, should be the basis for developing a strategy for product development and promotion. It is important to know and understand your consumers – and then it will be easier to give them what they want.
