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Audience Analysisgetting the right message to the right people

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–John Steinbeck

“Your audience is one single reader. I have found that sometimes it helps to pick out one person — a real person you know, or an

imagined person — and write to that one.”

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The Audience Landscape

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The Audience Landscape

Segments

Demographics &Psychographics

Archetypes

Personas

Ideal Customers

DataCollection

Descriptions

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Segments

• Who is the most profitable?

• Who is the easiest to work with?

• Who refers the most?

• Who gives the best feedback?

• Who is the most loyal?

• How do people use my product/service?

Broad groups of customers that are defined by a specific characteristic.

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Empathy Maps

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Demographics

• Age

• Income

• Location

• Job Tile

• Gender

• Education Level

• Marital Status

• Ethnicity

Traits that are easy to measure and fit into a spreadsheet.

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Tips for Online Surveys• Avoid strong or leading

words.

• Start with the easiest questions.

• Put the most sensitive questions towards the end.

• Be specific. (Bad: Do you watch TV regularly? Good: How often do you watch TV? Followed by ranges)

• Do not force responses.

• Use unbiased and clear language.

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Psychographics

• Feelings

• Attitudes

• Beliefs

• Interests

• Lifestyles

• Values

Traits that are more difficult to measure, but are more useful.

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Tips for In-Person Interviews

• Focus on interviewee comfort.

• Use open-ended questions.

• Ask about actual behavior, not hypothetical.

• Bring a list of questions with you.

• Take notes and record the conversation (ask permission first).

• Beware of group think.

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ArchetypesStorytelling patterns that help identify core motivations.

Caregiver: Driven by an innate need to serve others. Kind, optimistic, and filled with empathy. !Citizen: Deep sense of personal integrity and a sense of responsibility to their community. !Creator: Motivated by a deep need for self-expression. Non-linear thinkers who are often perfectionists. !Explorer: Constantly seek new experiences and stimulation to feel alive and expand their horizons. !Hero: Love a challenge and pride themselves on their strength, stamina, and self-sacrifice. !Innocent: Almost a childlike nature. See life as pure and endless wonder.

Jester: Employs humor, satire and wit to deal with the stresses of life. !Lover: Using the senses is of utmost importance. Appreciate beauty in all forms and yearn for closeness and connection. !Magician: Deep thinkers who dream big, knowing the universe, both within and without, is limitless. !Rebel: Loves to challenge the status quo. Progressive, provocative, and thrives on personal power. !Sage: Analytical and rational. Diligent and steady and trusts facts over feelings. !Sovereign: Values tradition, rank and legacy. Tends to look to the past rather than into the future.

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Archetypes in Branding: A Toolkit for Strategists and Creatives

!

by Margaret Hartwell and Joshua Chen !

Available at: http://www.amazon.com/Archetypes-Branding-Toolkit-Creatives-

Strategists/dp/1440308187

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PersonasDescription of a fictional character that is created to generate empathy.

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Resources for Developing Personas

• http://blog.bufferapp.com/marketing-personas-beginners-guide

• http://www.usability.gov/how-to-and-tools/methods/personas.html

• http://moz.com/blog/personas-understanding-the-person-behind-the-visit

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Ideal Customers

Looking into another person’s eyes is the gateway to effective messaging. The more real the person, the quicker the connection. Supplement your persona with actual customers for the biggest impact.