Market Research: Understanding Your Target Audience

Who is your target audience? Learn how to define them using demographics, psychographics, and behaviour.

Defining Your Target Audience: Market Research


Defining your target audience is a crucial step in market research.

It helps you identify who your customers are, what they want, and how you can best reach them.

By understanding your target audience, you can tailor your marketing efforts to effectively communicate with them and increase your chances of success.

For example, Nike has successfully defined their target audience as athletes and fitness enthusiasts.

They use this knowledge to create products and marketing campaigns that resonate with their audience, such as their “Just Do It” slogan and their partnerships with professional athletes.

Another example is Coca-Cola, who has defined their target audience as people who want to enjoy life and have fun.

They use this knowledge to create marketing campaigns that evoke positive emotions and experiences, such as their “Share a Coke” campaign.

How To

  1. Identify demographics: Start by identifying the basic characteristics of your target audience, such as age, gender, income, education, and location. This will help you create a general profile of your audience.
  2. Understand psychographics: Next, dig deeper into your audience’s interests, values, beliefs, and lifestyle. This will help you understand their motivations and preferences.
  3. Analyze behavior: Finally, analyze your audience’s behavior, such as their purchasing habits, media consumption, and online activity. This will help you identify the best channels and messages to reach them.
  4. Refine your audience: Use the information you’ve gathered to refine your target audience and create a detailed profile. This will help you tailor your marketing efforts to effectively communicate with them.
  5. Test and adjust: Continuously test and adjust your marketing efforts based on your audience’s response. This will help you optimize your strategies and improve your chances of success.

Best Practices

  • Use a combination of quantitative and qualitative research methods to gather data about your audience.
  • Don’t make assumptions about your audience based on stereotypes or generalizations.
  • Continuously monitor and analyze your audience’s behavior to stay up-to-date with their preferences and needs.
  • Regularly update your audience profile to reflect any changes in their characteristics or behavior.
  • Use your audience profile to inform all aspects of your marketing strategy, from product development to branding to messaging.
  • Be open to feedback from your audience and use it to improve your marketing efforts.


Here are two potential examples of how small businesses can define their target audience:

  1. Local coffee shop: Demographics: young professionals, college students, and retirees; Psychographics: value quality coffee, enjoy socializing and working in a cozy atmosphere; Behavior: frequent coffee drinkers, active on social media, interested in local events and news.
  2. Online clothing store: Demographics: women aged 18-35, living in urban areas, with a moderate to high income; Psychographics: fashion-conscious, socially and environmentally conscious, interested in wellness and self-care; Behavior: online shoppers, active on social media, interested in sustainable fashion and ethical brands.

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