Audience Insights and Profiles

Beth Skorochod

Female Condom Conference, Durban, South Africa

December 2015

You’ve segmented

your audience.

Now what?

Vivid picture of the

target audience;

their lives and

what they value

More than a

collection of

statistics; allows

audience to come

alive in mind of

marketers

page 3

Audience profile: What is it?

A Name

Demographics: sex, age, education, SES, marital

status, residence, employment

Psychographics: values, attitudes, hopes, fears,

interests, routines

Behavior/product use: interactions with product or

service. Do they use it? How often? When and

where?

Motivators and Barriers to use: What helps and

hinders use or uptake?

Media habits: what are best channels to reach them?

Willingness to pay: what can they afford to pay?

What are they willing to pay?

What’s in an audience profile?

page 4

Opportunity to gain audience insights to inform

marketing

Maria’s story: Lazy mum or Self sacrificing

mother?

Why do an audience profile?

PAGE 5

Age: Early 30s

Education level: 3rd level

Location: working class

urban neighborhood that

lacks many basic services

Occupation: vendor in market

Roles: Mother of 5 (ages 1-

16); spouse; responsible for

family finances and

healthcare

Population size: Estimated

800,000 Marias in capital city

alone and 1 million in 5

largest cities

Behavior: Irregular user of

boiling or chlorine bleach

Behavioral determinants: belief

that neighbors and other families

treat their water; an intention to

use a treatment method

Knowledgeable about cholera and

understands its severity

Media; Mainly radio. Too poor for TV and low literary lessens

effectiveness of printed media

Psychographics: hard worker and

good mother

– Wants a better life for her children

– Life centers around family, even

her work is to benefit family

– Worries constantly about lack of

money and illness crippling her

familypage 6

Maria – Self Sacrificing Mother

Age: 23

Education level: Tertiary

Location: Urban and attends

University

Roles: Single woman with a

steady boyfriend who also dates rich, married men

Behavior: Irregular user of

male condoms with trusted

partners; rare user of female condoms

Educated about HIV but

doesn’t believe she’s at risk

Media: Watches TV often

and reads the daily

newspaper

Likes to be trendy in fashion

and be seen at ‘in’ places

Feels pressure to have multiple partners who provide

money for beauty and fashion

but also basics like rent

Income: M800/month as student stipend

Hopes: Dreams of marrying

her steady boyfriend and

having children and a career after university

page 7

Nthabi – Young, Fun Seeker

PAGE 8

How do I use an audience profile? Cornerstone of all marketing

decisions

Applications for Product, Price,

Place and Promotion

– Female condom Multiple trials

needed: 3 packs

– Learning curve: peer education

and instructions for use in local language

– Need to negotiate use: role play

in peer education

– Pleasure over protection:

branding, packaging to appeal to

sexual pleasure

Thank you.

Skills Building: Audience Profiles

Demographics and some psychographics available

Use Art and Science!

Determine segment based on knowledge you have

Develop a profile. Include:

– Name

– Relevant demographics

– Relevant psychographics

– Possible media channels

– 4 P’s plan (if you’re feeling adventurous)

Take 20 minutes and share back with plenary

Create an Audience Profile in your group

page 11

Total fertility rate of 6.0

HIV prevalence steadily grows from

8% in girls 15-19 to 25% among 20-24

to nearly 40% in 25-29

Sexual transmission of HIV driven by

low condom use in trusted

relationships, widespread multiple

partners, financial insecurity among

women, alcohol use and abuse

FCs distributed on small scale through

government clinics and family planning

association; mainly in urban areas

In the previous year, 2.3% of

consumers used the female condom.

Affordability, perceived ease of use,

and prior use of the male condom are

the strongest predictors of use of the

female condom.

Low literacy and education among women

in general

FCs stigmatized as early efforts targeted

sex workers

Young women want to be independent and

trendy

High knowledge of HIV among urban and

rural women of all ages but many urban

youth don’t see themselves at risk for HIV

Older women concerned about condom

negotiation in trusted relationship

Taboo usage: Many older women in

Botszania are not familiar with their bodies

and are uncomfortable touching

themselves and inserting an FC

Women of all ages perceive FCs as more

expensive than male condomspage 12

Audience Information - Botszania

Thank you!