A satisfied customer is a successful business. How to find out what your consumer wants
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– “My target audience is basically everyone, everyone needs my product.”
– “I know my clients. I don’t need anything to describe them in detail. No one can tell about them better than me.”
– “I just need to shoot a video and launch an advertising campaign. There is no need to research anything – it is long and expensive”…
This is the argumentation of our clients in the strategy department Promodo we hear almost every day. If you share at least one of these statements, you are wrong. I will prove that such prejudices are wrong and only lead to inefficient use of marketing budgets.
In what conditions does Ukrainian business work today?
Migration of the population, reduction of its solvency, destruction of production facilities, difficulties with logistics, loss of investments – all this caused a decrease in income and a decrease in productivity in general. But, as evidenced Promodo researchbusiness is trying to develop even under such conditions.
In 2023, the Ukrainian market continues to work and is actively restructured: players adapt to the realities anew. The main “focus” now is on the effectiveness of any marketing campaigns. It was still important for business to work with performance indicators, but there was still room for testing or experimentation. Now everyone is focused on making the investment in advertising as effective as possible.
No understanding of how your consumer makes purchasing decisions – don’t develop a marketing strategy for 2023
One of the most important business tasks for 2023 is to predict consumer behavior patterns. You need to have a clear understanding of how your target audience has changed, their purchasing power and location, preferences, price sensitivity, shopping choices, etc. Having this data, the business will be able to update the portrait of its customers – therefore, it will offer them exactly what they need and increase their own sales.
A customer portrait is a description of the characteristics of a fictional character that combines the qualities of a certain segment of the target audience. This description is the basis of any marketing actions. If you don’t have a clear understanding of this issue, the opportunity to create an effective marketing strategy drops precipitously.
What data should be considered when creating a portrait of the target audience?
- Psychographic data
- Pains and problems
- Barriers and drivers
- What influences the purchase decision?
- Where do they look for information (points of contact)?
- How does the purchase process work?
- What events can become triggers for a purchase?
- Experience using a product or service
An example of completed client profiles from the case study of the Promodo agency
It is important to understand that it is necessary to update audience data on an ongoing basis at various stages of business development. Not only you, but also your audience changes: age, habits, interests, needs.
Quite often, when describing their buyer, entrepreneurs imagine a woman aged 25-45 with a higher education, “average +” income, who has 2 children and a husband, is fond of fitness and likes to travel. Such a mythical person even has her own name – “queen of marketing”. But there is one “but”. Such a buyer does not exist. And such generalized information does not give businesses answers on how to work with their audience.
It is clear characteristics of the character, as a representative of a certain segment, that help to decide:
- in which direction the product needs to be developed,
- what additional services can be offered,
- with which message to go out in advertising communications,
- what content to create
- how to interact with new, interested contacts,
- how to behave with new clients,
- what to do to keep the audience.
At the heart of any business is the customer, who pays money to satisfy his needs
In times of a large amount of data and its availability, it seems that it is not difficult to understand who your consumer is, but mBut some marketers do this on a permanent basis, diving deeply.
If you also do not have enough time for in-depth analysis, we recommend starting small. In the digital direction, it can be an analytics system and data from advertising offices. Another tool is Similarweb. This resource allows you to extract a lot of data about your consumer and the audience of competitors.
With only this information, you can already see the growth points of the business. For example, when we worked with a client from the agricultural sector, thanks to the data from these sources, we noticed some features of the audience’s behavior:
- All competitors had high-quality traffic from the Lviv and Ivano-Frankivsk regions, but they did not.
- Usually, the audience in a niche consists of 70% men, 30% women. And the client had the opposite.
- The competitors’ core audience consisted of men aged 18-24, the client’s – women 34-35 years old.
From this analysis, a hypothesis emerged as to how the product could be adapted, as well as the message for communication. But the question still remained – why is our audience so different from the niche, considering that the client sells a unified product? Audience research helped to answer it: qualitative and quantitative.
No one and nothing will give you more information about the buyer than the buyer himself. This way, you will learn everything about his path to purchase. Once you get consumer responses, you can segment your audience. Either the 5W method or JTBD will help here.
5W segmentation will help you understand who needs your product and which communication channel you should focus on. As a result, the company will be able to:
- find additional sales channels;
- determine priority promotion channels;
- create various advertising messages for different target segments;
- plan communication with different segments in the format of “flights” to optimize marketing budgets.
An example of 5W segmentation from the case of the Promodo agency
The 5W method is very helpful when you are already working with your audience. But when the task is to attract new users, launch a new product, enter a new market, it is better to resort to the Jobs To Be Done method.
JTBD is a detailed description of the consumer portrait. This method is aimed at finding insights that relate to the audience and its habits regarding everyday life and the use of various products. Unlike the 5W method, which helps discover HOW a consumer uses a certain product, the goal JTBD – find out WHY the consumer “hires a specific product for work”.
An example of consumer research using the JTBD method
Qualitative research is almost always conducted first. When you process the data obtained from them, you can move on to quantitative methods. It is they who will provide digital data on the real and potential capacity of the market and your share in it.
The client’s portrait is an important marketing tool that affects pricing, promotion, and market positioning. Its presence is one of the key factors of business success, but it is only the first step on the way to developing an effective marketing strategy. If you need an in-depth analysis of your category or need to develop a development strategy – ask for a consultation. We will help you find useful insights.
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