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How does a business determine who their target audience is?

Kristie Kochel

A business typically adheres to a comprehensive target audience discovery process that comprises a wide range of different methodologies and techniques, with each one designed to produce specific insights and knowledge that can inform the business's overall audience targeting strategy.

One of the most common methodologies used in target audience discovery is the development of audience personas, which are detailed composite profiles of fictitious individuals that represent different segments of the target audience. The development of these personas typically involves a comprehensive analysis of demographic, psychographic, and behavioral data, with the output being a highly detailed profile of the typical customer that the business wishes to target.

Another critical component of target audience discovery is market segmentation, which involves identifying different sub-groups within the broader target audience based on a range of characteristics, such as age, gender, location, income level, purchasing behavior, and lifestyle. This technique allows businesses to create highly targeted marketing campaigns that are tailored to the specific needs and preferences of each sub-group.

In addition, businesses often leverage data analytics tools and social listening tools to gain insights into the conversations and behaviors of their target audience across social media channels, forums, and other online platforms. By monitoring these conversations and analyzing the sentiments and opinions expressed by the target audience, businesses can gain valuable insights into their preferences, pain points, and needs.

Finally, businesses may also conduct focus groups, surveys, and other types of market research to gain direct feedback from their target audience. This research can provide highly valuable insights into the attitudes, behaviors, and preferences of the target audience, which can then inform the development of highly targeted marketing campaigns.

Overall, a business's ability to determine its target audience relies on the effective use of a variety of methodologies and techniques that aim to uncover deep insights into the diverse characteristics and behaviors of their target audience. By leveraging these insights, businesses can create highly targeted marketing strategies that deliver maximum impact and value to their target audience.