Understanding Target Audience

The term ‘target audience’ can be defined as the specific group of individuals or customers who are seeking solutions that align with the offerings of your product or service.

Process of Researching Target Users

Defining the target audience:

This involves identifying the specific group or groups of people who are likely to use the product or service. This may be based on demographic factors (age, gender, location), psychographic factors (values, interests, lifestyle), or other relevant criteria.

Conducting user research:

Researchers gather data and insights through various methods such as interviews, surveys, observations, and usability testing. This research aims to understand users’ behaviors, attitudes, goals, and challenges related to the product or service.

Analyzing and synthesizing data:

The collected data is analyzed and synthesized to identify patterns, trends, and common characteristics among the target users. This information helps in creating user personas or profiles that represent different archetypes of users.

Creating user personas:

User personas are fictional representations of the target users, typically created as detailed profiles that include information such as demographics, motivations, goals, needs, and pain points. Personas help the design team empathize with and understand the target users’ perspectives.

Applying personas in design and development:

User personas are used as a reference throughout the design and development process. They guide decision-making, help prioritize features and functionality, and ensure that the product or service meets the needs and expectations of the target users.

Consider your Direct Competitors

Understanding your competition can be a helpful way to gain insights into the minds of your target customers.

What are they looking for?

What do they value?

What motivates them?

By answering these questions, you can begin to get a better idea on who your own target customer is. You can even consider A/B testing your competitor’s product or digital asset against your own to gain a clearer understanding of what your customers prefer among each brand.

By understanding your competition, you can also get a better sense of your own unique selling points. This can help you craft a more effective marketing strategy and position yourself in the market more effectively.

Use Existing Customer Data

Use any existing qualitative data you have about your customers to help inform your decision. Who typically uses your product or service? Is it skewed toward one gender in particular or a specific age segment?

While part of your reason for conducting remote UX testing is likely to gain a more accurate picture of your target persona, you likely already have some of the pieces of information needed to complete the puzzle of who they are and what motivates them.

Some areas of both qualitative and numerical data you may be able to look at to gain a better understanding of your target customer are your social media following demographics and business reviews for your brand on Google