Modern trends in target audience definition

How to segment and identify a potential buyer’s portrait to successfully sell your property and organize your sales funnel? Recently, it becomes more difficult to answer this question. Modern consumers of goods or services are not defined solely by demographic or geographical factors.

Our approach to identifying and finding a target audience is based on the understanding that a potential customer is not static. His behavior and reasons why he prefers some goods or services depending on the task that needs to be done. An important role is also played by the stage of the consumer’s purchasing decision process.

Accordingly, the analysis of the target audience includes not only demographic characteristics, income level, sustainable interests. It also includes creating a portrait of the consumer, identifying his goals and motives for using a product or service (Jobs-to-Be-Done), behavioral data, identifying customer interaction points with brand, company, competitors.

The research builds a Customer Journey Map for core segments (JTBDs) with typical behavior.

That is why we are creating a portrait of a target audience in this way. We group people into how they think and act, by lifestyle, values, and not by gender, age, and income level.

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