Target Audience Analysis

We study the tools for in-depth analysis of the target audience before launching a product

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What you will get:

Learn how to get to know your target audience better
Learn qualitative and quantitative methods of data collection
Get detailed instructions for conducting in-depth interviews and focus groups
Consider ways to research the needs of your target audience
Find effective methods to help you sell more

About this course

You must understand who you are creating products and services for if you want to be the first among your competitors. Ignoring the target audience can result in wasteful advertising spending and, at worst, product failure. However, gender, age, residence, and income alone do not provide a complete picture. This information only tells you a little about why people buy certain products, what product features are important to them, and the barriers to purchase. The most effective marketing strategy requires an in-depth understanding of the target audience.

In this course, you will acquire all the necessary skills and knowledge for analyzing the target audience before launching a product and during its development. You will find all the materials you need to analyze the target audience in practice. You will receive a ready-made manual that you can use at any time!

Course structure

Lesson 1. Qualitative Methods of Data Collection

14:20 min

This lesson will teach you why you need to analyze your target audience. During this course, you will learn how to identify and understand the characteristics of your target audience. You will get acquainted with various methods of analyzing the target audience.

In the additional materials, you'll find a guide to conducting in-depth interviews and a step-by-step memo on conducting focus groups.

Lesson 2. Quantitative Methods of Data Collection

7:01 min

What is the main feature of quantitative methods? They are always based on measurable indicators that can be expressed in numbers. One of the classic quantitative methods is conducting surveys, which you'll learn about in this lesson.

You will find a list of market research sites and web analytics sites in the additional materials.

Lesson 3. Approaches to Researching the Needs of the Audience

9:03 min

The purpose of needs research is to determine what your customers want. This information will help you create unique products, be the first to introduce them to the market, and gain a decisive competitive advantage. In this lesson, you'll learn to study your target audience's needs and explore the Kano model in detail.

In addition, you will receive a memo with types of questions to identify the client's needs.

Lesson 4. Consumer Habits and Preferences Research

10:08 min

Studying consumer habits and preferences will help you understand where and how often people buy goods. In this lesson, you will learn all the steps to conduct a U&A – Usage and Attitude study.

In the additional materials, you will learn about the sales method based on identifying the customer's problems with the right questions.

Lesson 5. Brand Experience Research

13:34 min

It is important that your customers have a positive experience with your company. This lesson will teach you how to create a great customer experience. In the future, this will help you detect and resolve customer interaction issues in time and meet your audience's expectations. You'll be able to dramatically enhance the positive experience of communicating with your brand.

In addition, you will learn one of the most commonly used price research methods.

Lesson 6. Audience Segmentation

8:03 min

Target audience segmentation is the division of a potential buyer into groups united by everyday needs. In this lesson, you'll look at segmentation methods that can help you better understand your audience.

With the help of additional materials, you can explore ABC and XYZ audience analysis.

Lesson 7. The Target Audience Profiling

7:46 min

A profile of the target audience (also called personas) is a detailed description of one of the target audience segments and its characteristics. In this lesson, you'll learn about several methods for creating portraits of your target audience.

Additional materials contain detailed instructions on how to create an audience portrait.




Владимир Клименко