How to create a portrait of the target audience for your business. Portrait of the consumer, an example of portraits of potential buyers. How to create a portrait of the target audience? Portrait of target audience homebodies

Hello dear readers.

Meet the enchanting arrangement of all points over the definition of "Target Audience". I didn’t start the introduction to the article with banal phrases that every business, project, company should focus on its target audience and always understand who these people are. All this is obvious and worn out to holes. In addition, you are already great with us - you know all this!

In the article, we will analyze what the target audience is, how to draw up its portrait, how to identify and segment the target audience.

Why is it important to know your target audience?

A clear and simple example.

Let's say you sell soccer shoes. You have the opportunity to hang a billboard in the city center. How effective is this advertising placement?

In essence, you are showing your product - football shoes - to all people, even those who definitely cannot be your buyer. Because not everyone loves football or sports in general, but they prefer passive recreation - reading and feature films.

But you show your ads to everyone, which means you paid for non-targeted people. After all, it is obvious that advertising in the city center is more expensive than, for example, advertising in a sports school, sports stadium and other places where football players train. In addition, advertising in the places I mentioned is better, targeted, because there are athletes, many of whom are potential customers.

Getting into Central Asia ensures prosperity and success for business. When you know about all the habits and needs of your client, when you know him "by sight", then it will not be difficult for you to develop a quality strategy advertising campaign.

And the inability to identify the target audience or its vague, incorrect definition dooms the business and the entrepreneur to failure. After all, all this leads to a significant decrease in the marginality of the product through inflating the budget for advertising.

What is CA?

I hope you and I understand the concept of "target audience" correctly. If not, let's define it:

"The target audience- a group of people united by common characteristics, or united for some purpose, who are more likely to buy a product.

« The target audience(in English - target audience, target group) is a set of real and potential consumers of a product or service who are ready to change their preferences in favor of this product or service under the influence of marketing measures.

How to define your target audience?

When we ask clients a question in the studio: "Who is your target audience?", then in 90% of cases we get the answer - “Well… These are those who are interested in our products, with an active life position. They most likely have children, although they may not. Age from 15 to 70 years".

Such a description of the target audience will never allow you to personalize an advertising message, since it does not highlight any features and traits of potential customers. And focusing on this audience is the same as pointing a finger at the sky.

Therefore, the choice of target audience must be approached responsibly - this is not such a simple event as it seems at first glance.

It is better to determine the target audience from the main form - primary target audience - the main target group. This category includes people who personally make the decision to buy.

In addition to the main group, there is an indirect - secondary target audience, which also takes part in the purchase, but is not its "engine". best example: children and parents.

Children are the main (main) target group, since they are the initiators of the process, parents are indirect, since they perform an indirect function - they pay for the purchase.

After defining target audience it needs to be segmented.

Target audience segmentation with examples

To segment the target audience, MEDIOL studio uses the 5W method from Sherrington. The essence of this technique is in answering 5 questions about the target audience:

What? (What?) - product type

To fully and accurately answer all the questions, let's go through each of them.

What? (What?) - product type

What is your product? What price? Why buy it? What properties does it have? How is it arranged? What is the principle of its work? What parts does it consist of?

Example: we sell mid-range football boots that are versatile, studless and suitable for most surfaces.

Who? (Who?) – consumer type

Gender and age? What kind of education? What is the income level? What is the social and family status? What profession, place of work, type of activity? What nationality or race? Geographic location? What are your interests, habits, values, beliefs?

Example: Who buys universal boots, middle price segment, without spikes?

Men aged 20 to 50, married, with children, middle class, stable income from office work, interested in football, watching football matches, sometimes spending their free time with friends or colleagues on football fields. They need a mid-range price solution, as there is no point in buying expensive boots.

When? (When?) – purchase situation, time

Is it used at a certain moment or constantly?
Term of use?
Frequency - how often people buy New Product to replace the old one?

Example: boots are used during training, matches; replace them with a frequency of 1-3 years, after wear.

Why? (Why?) - motivation to buy

What problem does your product or service solve? What emotions does it evoke? What is it associated with? Compare a product or service with analogues. Be honest about the advantages and disadvantages. What exactly in your offer "catches" customers the most? Why customers should choose it?

Example: The desire to increase the comfort of the game; Expecting a top class game after purchase; Provided free shipping 3 sizes of shoes for the office or at home to choose the right ones.

Where? (Where?) - place of purchase

Example: Our audience visits sports grounds, fitness clubs. On the Internet, they monitor sports portals, groups on social networks dedicated to football and sports, YouTube channels of sports topics.

Thus, the main advantage of segmenting the target audience is the ability to create personalized advertising for potential buyers, based on their requests, desires, behavior and lifestyle.

An example of a complete description of the target audience

We segmented the target audience and identified small descriptions, answering Sherrington's questions using the 5W methodology. What we got:

Goods - football boots of the middle price segment.

Correct description of the target audience:

Men from 20 to 50 years old, married, with children, middle class, with a stable income, office work, interested in football, watching football matches, sometimes spending their free time with friends or colleagues on the football fields. They need an average price solution, as it makes no sense to buy expensive boots. Football shoes are changed according to wear and tear with a frequency of 1-3 years. Often looking for information online. From social networks, they prefer Vkontakte.

However, if you figure it out, you can make 2 more portraits of the target audience:

Children from 8 to 16 years old who attend football schools or just play football in the yard. The purchase is made by parents (indirect TA) at the beginning of the school year when children are enrolled in football clubs. Children's boots are changed every season, as the children's body is actively growing, and after a season the shoes most likely will not fit.
Young people between the ages of 16 and 25 who play in amateur or semi-professional football teams. Such target audience definitely understands boots and knows how one type differs from another. Change shoes when worn, usually before the new season.

Content marketing requires constant evaluation of quality in terms of whether it was made for search engines or for real people. If you write content based solely on technical criteria

: , etc. - such an approach can no longer be called relevant and "human". When creating the next article, you must have a portrait of the target audience in front of you, you must know their demographics, interests and hobbies.

Content is also a product, in traditional business, marketers and entrepreneurs have long been personifying their typical buyer according to certain characteristics - this is called the consumer portrait.

In our online space, you can find out the demographics of your users using web analytics - but this will not be enough. All we get is cold numbers and metrics like gender, age, social status and geographic location. Although these statistics help to determine the target audience of the site at the start, is there still something missing in it? - A human face!

Portrait of the target audience

<Личность>became important over the past few years, and it meant the need to project the human face on those cold statistics that are used by those who create content or a product. . Thus, personality has been introduced as a metric that helps marketers evaluate and exploit the human side of available statistics.

Individuals have their own problems, tasks and aspirations, just like each of us. Newspaper publishers have been taking these factors into account for a long time at the most primitive level, and thus determining what is best for the front page. Editors and journalists have long been guided by the principle of "more tin - more views." Individuals have idiosyncrasies, fears, desires and needs. Demographics are age, gender, or university course.

So, it doesn't matter if you are a blogger or an SMM specialist. You need to try on the portrait of the target audience on statistical data.

An example of a portrait of the target audience

Personalities can be quite prescriptive or even provide you with a whole image of a typical reader or potential client. I offer you an example of the identity of the target audience for a humorous video portal, a portrait of someone who will not only consume content, but also create it on their own and enter into a dialogue with other users.

What questions should be asked?

In order to develop a potential user's own identity, you should ask yourself a few questions.

What are the most difficult problems and challenges in their work?
Where do they get their information from? Blogs, magazines, books?
What can stop them on your website/online store?
What seminars or exhibitions do they attend?
What media resources do they use? Youtube, newspapers, podcasts?

By answering these questions, you can already draw up at least some characteristic of the personality of your customers.

Creating a personal characteristic is both an art and a science. Your task is to create such material that will touch both the heart and the mind at the same time. Content should not only answer questions, but at the same time be in the interests of a potential client. It could be a video, a blog post, or a presentation, or all three. If you can get those who create your content to put themselves in the shoes of buyers, then we can say that you are already halfway to success.

What should you do?

How to make a potential client an offer that is hard to refuse? Clearly define what he needs, what drives him in making decisions - and focus on this in advertising.

In this article, you will learn how to properly study customers and draw up portraits of the target audience using a specific example.

How to understand who your client is

The target audience is everyone who in one way or another showed interest in you + those who still do not know about you, but who may need your product or service.

Real customers who have already bought from you, and perhaps more than once. Failed customers who contacted your company but made a purchase from competitors. And finally, the entire base of competitors.

However, this is a very abstract definition. In practice, you need details that you can “cling to” when describing the benefits of the product. For example, it is wrong to think that English course attendees buy the courses themselves. They buy a dream - career, communication, travel, impressions that will become real thanks to the knowledge of the language.

It is best to study the target audience in detail with the help of a collective image / typical character. These are personal characteristics, needs, motives, internal limitations, peculiarities of perception. It is important to find out what the target client does, what tasks he solves, how he feels and in what environment he is.

For a deep understanding of the psychology of the audience, ask yourself 10 questions from the famous business consultant Dan Kennedy and try to answer them:

What makes them wake up at night?
What are they afraid of?
What/who are they angry at?
What are their 3 main experiences for the day?
What trends live in their business / life?
What do they secretly dream about?
What system of thought do they have? (example: engineers - analytical, designer - creative)
Do they have their own language?
Who successfully sells similar products and how?
Who fails and why?

As a result, you get several characters with different unique needs that do not intersect - this is the character map, or TA portraits.

Portraiture helps:

Identify and take into account the general values of the target audience when promoting the product;
Compose advertising text and materials so that potential clients felt that you are addressing them and your offer is for them; The principle is this: for each character - a separate offer, and under it, ideally - one landing page;
Choose advertising channels where you can catch the attention of target users.

What information is needed

Describe the clients in your own words based on the experience of interacting with them (if there is none, it is better to delegate the task to the employee who communicates / communicated with the audience). Set aside a few days for this, so as not to be limited to patterns and stereotypes, but to approach the issue thoughtfully.

Then complete the portrait point by point. There is no universal set, they depend on what qualities of the audience are more important to you. AT different sources they vary, but mostly take the following parameters:

Gender and age;
Geography (if there are several options);
Income level;
Education;
Family status;
Interests, hobbies;
Problems, fears.

This knowledge will help predict consumer behavior and understand:

What problems will your product solve?
How the client will use it;
What conditions of acquisition suit him;
What will positively influence the choice in favor of your company;
What will make you refrain from buying from you;
What the customer expects from the product.

Also, in order to trace in detail the path from the first touch to the order, it is useful to see live how the target audience behaves and what it says, “get used to” its image. Or at least trace the behavior on the network.

Sources of information about Central Asia

Online chat logs

This is the honest opinion of users who want to buy the product. Pay attention to what words, phrases, questions, assumptions are repeated, what topics are of most concern.

Records of initial incoming calls

Study leads' appeals and see what wording they use, what objections they express. This will help to trace their decision-making logic.

The following methods are suitable primarily for beginners, however, they will fit the “experienced” as well. Check if your idea of target audience matches reality.

Reviews and reviews

This is social proof, which also allows you to collect data for quantitative research and study the language of the audience.

There are special sites - "reviewers": Yell, Irecommend.ru, Otzovik.com, etc.

Quote from otzovik.com:

Red marks things that the real buyer noted as important to himself.

Social networks, blogs and forums

Here people share their shopping experiences, voluntarily and without prejudice. They use living language, apt words and express a valuable opinion.

Track mentions of you using monitoring services.

Learn what both fans and haters say about the topic you are interested in.

If you didn't find desired topic on the forum or in social networks, you can purposefully create your own topic in discussions. I want, they say, to buy [name of product or service], please advise how to choose. The main thing is that it be open question which cannot be answered in one word.

One of the features of the service is to understand what else the target audience “breathes”. Similar queries will tell about this:

From the following example, you can understand how to promote courses of English language: for whom (beginners, children), why the audience is going to study it (intensive course - we can assume that for travel or work) and in what way (Skype, tutor).

Facebook Audience Insights

In addition to Wordstat, you can look at Facebook data if your product is suitable for users of this social network. In Ad Manager, open the Audience Insights menu and select the data you want. For example, let's look at the demographics of Russian Facebook users who are interested in English.

We get charts by gender and age:

Also - "Marital status", "Level of education" and "Position":

Using these diagrams, you can study the audience of competitors.

There is also a "Lifestyle" chart, but it can only be built if one of the options in the "Location" field is USA.

Google Trends

This tool shows in which months the demand for a particular service is growing and in which regions it is stronger. Are you sure you know exactly the peaks of seasonal activity for your product? Look on Google Trends to see the real picture.

All these sources give an understanding of what customers pay attention to when choosing in the first place.

And, of course, put hypotheses. For example, by search suggestions. Use your own experience. The more detail you take into account in a portrait, the higher the chance of creating a proposal that hits the spot.

How to make a character map

Come up with names for the characters - most often this is a generalized characteristic (pensioner, bore, optimist, hard worker), which determines behavior to the greatest extent.

Describe what each character will want to use your product for, what problems they can solve with it. Assume his expectations (how he sees your product ideally) and decision criteria.

Select the prospective groups you want to target and decide what to offer them in your ads/website.

Example

Take the same English courses. Why they are needed - everyone has their own answer.

We identified four characters and suggested what benefits would attract them.

Note: the indicated characteristics by sex and age are conditional. More precise categories are important when setting up targeting. They can be determined using analytical systems.

1) Schoolchildren

These are students in grades 5-11. Lazy, it is difficult to get them to sit down for lessons. As an option - there are not enough basic classes to learn all the nuances of the language. Interested party- parents. They also pay for the education. Therefore, we consider all items from their perspective and indicate their socio-demographic characteristics.

This is a married couple with an average income per household and 2-3 children. They care about their future, try to give a good education.

Parents hope that the courses will help the child fill in the gaps, improve knowledge in order to pass the test points at school. At the same time, they are afraid that it is difficult to cover a large amount of material in a short time.

According to their expectations, you can offer an offer “Pull up English before the exam? Easily! Just a couple of hours a week."

A counter-question: what if it fails to interest the child? Possible answers to it in the advertising text:

“Our teachers know: every child is talented, you just need to find an approach to him and arouse interest”;
“Doubt the result? Read reviews of dozens of satisfied parents”;
“If you don’t like it from the first lesson, we will return the money.”

2) Dreamers

Audience 20-30 years old. These are both students and older people (especially creative professions).

Above average income. They love music, art, literature, cinema. There are no problems as such, they live for themselves and their pleasure, looking for inspiration.

In particular, they plan to move to another country in the future or simply dream of visiting for a long time.

Suggestions for them:

"Learn to read Shakespeare in the original";
"Favorite films in the original without subtitles";
How to understand what this beautiful song is about.

Since these comrades are fickle and it is difficult to interest them in something for a long time, they may have doubts “suddenly I don’t learn anything new”, “suddenly it’s not interesting”.

Therefore, warn in advance about the possibility of choosing or adjusting the training program yourself. You need the most individual approach if you decide to focus on such clients.

3) Careerists

Most of these are women. 25–45 years, s higher education. Are looking for a job or career opportunity. Above average income. Demanding, hardworking. They like to learn new things, they are capable of self-learning.

The problem is that they lack skills in English. Therefore, they are afraid that "suddenly they will be fired (they will cut wages, they will not be promoted, they will not hire their dreams)".

Learning or improving English for them is not a big deal, the main thing is to find courses that will help with this.

Formulate the right offer for them, while considering the following:

Also give them the opportunity to participate in the adjustment of the training program.

4) Travelers

Single men/women 30+ with a high income. Wealthy, have traveled half the world, but it is not enough for them, they cannot live without it. Each vacation visit a new country/locality. Therefore, they really want to learn how to communicate freely with native speakers and not get into an awkward position due to ignorance.

The services of an interpreter are additional costs and there is always a stranger nearby, which does not suit them.

Possible offers for them:

“Looking for an interpreter? Learn to communicate without intermediaries!”;
"How not to be afraid to ask the charming stranger / stranger for directions."

As you can see, the images of the characters turned out to be quite generalized.

If you ask a business owner, “Who do you sell your product to?”, in most cases, you can hear the answer: “Everyone.” And this is the wrong answer, because selling to everyone means not selling to anyone.

There are no universal answers, no universal advice. There are no trousers that would fit well on you and on the woman Varya from the next entrance.

You buy your favorite Lakomka sausage (the name is fictitious) for lunch because you like its taste, and your earnings allow you to buy an elite sausage variety. And in general, it is considered natural, and you watch your diet. But the same woman Varya, the maximum that she can do is buy a ring of "liverka" once a week, and eat it in half with her beloved red cat.

Both you and Baba Varya are buyers in butcher shop. But you are completely different buyers, you are interested in miscellaneous products, you have different buying opportunities. If the quality of sausage is important for you, then for a pensioner it is its price. Do you think an advertisement that talks about the taste and quality of a sausage that costs 5th of her pension will work for her? Hardly.

And the advertising campaign, the messages in which will row the same brush as you and Baba Varya, is doomed to failure. You are not attracted by the cheap, because you know that cheap is not of high quality, and you cannot buy a pensioner with healthy food - the availability of the product is important to her.

Therefore, it is very important to segment your audience. And in order to do this, you need to know it. Study and draw up portraits of your customers, understand what they need - then your advertising will hit right on target.

Why is it necessary to create a portrait of the target audience?

1. Having the right audience portrait in hand, you will be able to choose the right marketing channels and tools. For example, if your target audience is young girls, it is best to look for them on Instagram.

2. The correct portrait of the target audience will help you create such advertisements and messages that will hook exactly those you need.

3. By studying the needs of your audience, over time you will be able to improve the quality of your product or service based on this data.

Drawing a portrait is not so difficult, but for this you need to think a little, sit a little, study a little the “habitat” of your clients. It takes time and some effort. Because, as a rule, small companies do not bother with this. They create universal advertising campaigns and universal messages "for everyone". As a result, there are either no conversions, or there are few of them.

If you know your client, then you understand what he really needs.

How to create a portrait of the target audience?

Each specialist has his own methods, but there are some general algorithms. Let's take a look at them in this article.

From the very beginning, you should think about who your customers really are. Let's say you have an inexpensive barbershop. Men and women come to you for haircuts, and sometimes they also bring children for haircuts. It is important for them to keep their heads in order, but not to overpay - there is no extra money for expensive salons. Based on this, you have three categories of clients: men, women and mothers. It is mothers who choose where to take their child for a haircut. The child himself does not decide this yet, and will not respond to your advertisement. Since you are inexpensive, the income of your customers is average and below average.

This is very general.

Before you start drawing up a portrait of the target audience, you still need to understand yourself and your product / service.

Tell yourself or your marketer (hired specialist, freelancer, other contractor):

1.What problem does your product or service solve?? In the case of a hairdresser, it is to stay beautiful or beautiful for little money. Remember that your goal is not to sell a service, but a solution to a customer's problem. Nobody buys a vacuum cleaner for the sake of a vacuum cleaner. A person buys cleanliness in the house, not an appliance.

2.Who are your customers? Let's return to the paragraph about an inexpensive hairdressing salon. This is the answer to this question.

3.Where to find your customers? Do they live on forums, social networks? If yes, in what groups? Or maybe they live in the houses closest to your barbershop? In the latter case, outdoor advertising will help.

4.What problems does your client have to solve on a regular basis?? And how will you help solve them with your product or service?

In fact, to create a client profile, you need to work through many more questions. For convenience, they can be placed in a table:

Portrait of target audience
*Questions*	*Segment 1*	*Segment 2*	*Segment 3*


What country or city does he live in?
income level
What kind of education
Family status
Children - yes or no
What does
What does he work for
Entrepreneur or employed
What hobbies or hobbies
How to spend leisure time
What problems can your product or service solve?
How to make a purchase decision
What is more important - price or quality?
What are your client's fears?
What does he dream about?

Already such, basic portraits will help you compose general idea about the people you are trying to sell your product to You will begin to better understand how to present yourself, your company, your product so that the client really understands what he needs and decides to buy.

You can group customers into separate segments based on similar problems, similar desires or fears.

What does customer data give you? How to use it?

It is clear, you say, - for example, knowing the problems or dreams of the target audience, I can address them or “put pressure on the sick” in advertising messages. But what gives me gender, age, geography?

Men and women react differently to advertising. If men rely more on logic and compare different offers, then women are highly emotional, their purchases are more impulsive.

Age data is also important. Different age groups have different values, different ways of interacting with advertising, different decision-making processes. For example, in the business of one of my clients, the main category of clients are women aged 45-55. Guess from which device we have the most visitors to the site? That's right, from a computer.

Who should draw up a portrait of the target audience?

Ideally, your marketer, if your company has one; if this is not the case, then the hired specialist to whom you entrusted the conduct of the advertising campaign. If he does not do this, already think about whether he will drain your budget by chance.

But remember - the business owner must take part in drawing up a portrait of the target audience. Answer the questions of a specialist, or "give" him someone who will help with this - for example, your sales manager. Someone who, and he knows your customers for sure. The better the contractor understands the specifics of your business and your customers, the better he will be able to set up advertising. And it doesn't matter if it's a context, SMM or SEO.

How to create a portrait of the target audience using social networks

If you do not trust anyone and want to do everything yourself (or you, my reader, a novice advertising specialist), then for you there is a simple algorithm for studying the target audience through pages on social networks.

Social media is a mine useful information about a human. Without suspecting anything bad, we post everything about ourselves here. And if you know where to look, you can learn a lot right from the user profile.

Choose a few people from your client base - ten will do. And get started:

2. Write down the position, place of work, age, place of residence, marital status, children in the table.

3.Choose 3-5 groups they belong to.

4. See what sites they visit, where they repost from.

5. Analyze the profile and messages on the wall - what problems a person worries about, what he dreams about, what he most often encounters.

It remains to enter all this into the table above - and the portrait of the client is ready.

The client profile will help you craft accurate ads, choose the right promotional tools, and even create blog and social media content. If you attach a portrait of the target audience to terms of reference for a copywriter or designer, they will only thank you. Because it is much easier to write text or draw a design when you know exactly who and how exactly should react to it.

The portrait of the target audience is a composite, general image of your typical client. It makes it clear how to meet the needs of a potential buyer. Includes data such as:

age;
place of residence;
marital status;
occupation;
income level;
typical problems;
desires and dreams.

This is the most necessary minimum, which you need to know about your consumers.

Often business owners do not understand who they are selling their services to. The sell-to-everything approach works against you because you end up selling to no one. Generalized advertisements, attempts to make one offer for everyone, usually miss the consumer.

For example, you must know the brand women's clothing Zara. This clothing is primarily for modern women relatively inexpensive and good quality. Another brand is Bershka. These are already clothes for youth, which an adult woman will never wear.

By the way, Zara and Bershka are both owned by the same corporation(together with other brands such as Stradivarius) - Inditex. But for each category of their customers, they created a separate clothing brand. No one is trying to sell youth tops to ladies over 40.

If you want to make your business successful, you need to know who you are selling to, what problems it will solve, and how. And it is not enough to know that your customers - successful men 30 years old. The better you know your customer, the more successful your advertising campaigns will be.

The portrait of the target audience will help you

think over a competent offer, an offer that your client cannot refuse;
choose the best promotion channels. A simple example: if your target audience is young girls, then it makes sense to try promote on Instagram ;
think over the presentation format, site design, style of texts, so that it really works - in other words, you can speak with the audience in their language;
work out key triggers, hooks that can hook your client.

Let's figure it out.

How to write a client profile

Each product can have several categories of consumers. Therefore, you will have to make not one portrait, but two or three, or even more. In other words, you need segment your audience.

Let's take shoes as an example. There is shoe shop for women. Sneakers are preferred by teenage girls. A business woman will buy pumps with heels, she is not so interested in sneakers. But a young mother will prefer ballet flats, as they are comfortable, you can’t walk a lot with a baby in heels. Older women like comfortable shoes with a small stable heel.

As you can see, there is only one product - women's shoes, but the clients are completely different. The generalized description "a woman who lives in our city" will not work here.

In the store itself, which has different shoes “for everyone”, sneakers do not stand with shoes on the same shelf. Everything is sorted into departments so that each buyer can easily find what he needs.

Therefore, you need to draw up several portraits of the target audience. Yes, it will take you a lot of time, but it will save you a lot of money later on.

Drawing up a portrait of a consumer based on information in a profile in social networks

Of course, the easiest way to create a portrait of the target client is through social networks. Let's look at an example social network In contact with.

People write about all this simply on their page, in information about themselves.

Here, a person with an upper-middle income, a young man, married, two children, a company manager. Higher education. All this information is scanned in two minutes.

For example, this person works in the field of stone processing. Listens to heavy music. Interested in tattoos (perhaps he himself has one or more). He loves hunting and fishing (he is in groups dedicated to this, plus he has a lot of photos from fishing, in the forest with a gun). He likes interesting and unique things (subscribed to pages with unique souvenirs and t-shirts).

Match group information with what you see on the page.

In the course of profile analysis, enter all data in a table(the set of questions may vary from niche to niche). Separate segments of your target audience will emerge by themselves.

This is how the analysis of the target audience of the women's shoe store, which was mentioned above, might look like.

Questions	Client 1	Client 2	Client 3
Floor	Female	Female	Female
Age	15-18	18-25	25-40
Place of residence	Moscow	Moscow	Moscow
Income level	Maintained by parents	On the maintenance of parents or husband, earns little	Above average
Place of work	Schoolgirl	Student	Own business
Hobby	Sport	Active lifestyle	Playing guitar
Hobbies	Run	Running, gymnastics	English language
Family status	Unmarried	Married or have a boyfriend	Unmarried
Children	Not	There is	Not
Typical problems your product can solve	It is difficult to find beautiful, fashionable shoes inexpensively.	It is difficult to find comfortable and beautiful shoes, but not sneakers	It is difficult to find comfortable and high-quality high-heeled shoes
Dreams and wishes	Wants to get beautiful, inexpensive and comfortable shoes, cooler than those of their peers	I want shoes for every day to be worn for a long time and look elegant	Wants to look at 100, and shoes should speak of her high status
fears	That new sneakers will make classmates laugh	That the new shoes will not be comfortable enough, because she has to walk a lot	Rub your feet with new shoes before an important meeting

Even if you don't have a customer base yet, you can sit down and think for yourself by answering these simple questions. To determine your target audience, go through the groups and forums where your potential consumers live - there you will find many descriptions typical problems and customer pain. This will help to more accurately compose avatars.

An example of portraits of the target audience of a Starbucks coffee shop

Let's look at an example of audience segmentation. Take the world-famous Starbucks coffee shops. They offer their customers good roasted coffee (you can take it with you or drink it in a cafe), sandwiches and cakes, tea. These cafes are distinguished by the price (higher than the average market), the quality of products, and a special, cozy atmosphere. Coffee houses have comfortable sofas for friendly gatherings, and free wifi.

The target audience of these coffee houses are young people. But to be more specific, then:

students: here you can quickly drink coffee, have a snack, and in the meantime go online and prepare for class.
young women who come to friendly get-togethers with girlfriends on weekends or after work. The cozy atmosphere of the cafe is conducive to warm conversations, and Starbucks also has delicious cakes, and there is a separate line of diet drinks.
businessmen, freelancers, IT specialists - where else, if not here, can you meet with a client or partner? Yes, and work "out of the house", there is free Wi-Fi. Take your laptop with you, and you can sit and be creative.

As you can see, for each segment of their target audience, these coffee houses offer special products and additional services. This is the secret of their success. And high prices do not interfere at all 😄