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Analyze Your Target Audience - No Actions before That Can Be Acceptable

In any kind of business, it is momentous for entrepreneurs first to determine the category of buyers who will be interested in the offered goods or services, study their needs, tastes, interests, and other characteristics. This analysis is called the target audience search. It is the lack of this information that leads to a fiasco of the product in the mart of sales and offers, or at times increases the cost of marketing and product promotion. And on the contrary, research of the target audience allows developing an effective marketing system, contributes to entering new market areas, gaining attention and loyalty to the consumer, increasing sales, and accordingly profits.

Target Audience Definition

Based on the tasks that face the definition of the consumer category, we can formulate the concept of the target audience. It is a group of people who are similar in some individual characteristics and preferences, for example, by age, sex, region of residence, psychological characteristics, hobbies, income level and other criteria. Knowledge of customers is relevant for both online and offline business. And even if the business has been working for more than a year, it is always possible to fix mistakes, or "move" sales from the "dead center" with the help of such analysis. It is rather difficult to independently engage in marketing research, not having special knowledge, so almost always the definition of the target audience is ordered to professionals

Segmentation of the Market 

The first stage of the study of the target audience is the segmentation of the market. It is the search for that part of it that can be effectively filled with the proposed product. Segmentation will make it possible to identify the type of potential consumers and concentrate efforts on them. Such an analysis unites people by several common characteristics that include:

Demographic indicators are gender, age category, geographical location, income level, nationality, marital status, profession.
Psychological features include a way of life, moral and spiritual values, interests, some personal qualities and inherent traits of character. 
The relation to the proposed product can express readiness for acquisition, loyalty, a periodicity of consumption. 
The manner of acquisition can be varied from buying out of habit, spontaneous purchase, deliberate purchase to purchase because of extreme need.

Methods of Research

After a separate segment of the market is selected, it should be studied, and the potential consumer portrait should be developed. For this, you can use several basic offline and online methods.
Offline methods include:
* Oral questionnaire or written questionnaire among the selected group;
* Personal interview in so-called "focus groups";
* Telephone or email polls;
* "Cabinet method" implies the study of already available information on the target audience;
* Observation of buyers at points of sale or the method of "secret buyer."

Online methods include study users’ profiles (that is, use information that a person openly provides about himself), or analyze the attendance of an Internet resource.

There is one more, universal method of studying, which is called targeting. This method is based on the processing of search queries. However, the concept of targeting is somewhat broader than just an analysis of the target audience and also includes the mechanism for displaying advertisements to the group of people to which your attention is directed. 

It is the use of these methods for the purpose of identifying and researching the target audience contributes to the formation of consumer demand. Using the skillful application of this technique of influence, you can literally "impose" your products to a certain group of people, but you need to know its needs. 

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