One of the keys to developing an effective message is understanding your audience. In this presentation, you'll learn about segmentation, demographics, psychographics, personas, archetypes, and more. They all work together to help you define your audience.

1. @yourbrandvox
Audience Analysis
getting the right message to the right people

2. “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
@yourbrandvox
imagined person — and write to that one.”
–John Steinbeck

3. @yourbrandvox
The Audience Landscape

4. @yourbrandvox
The Audience Landscape
Segments
Demographics &
Psychographics
Archetypes
Personas
Ideal Customers
Data
Collection
Descriptions

5. @yourbrandvox
Segments
Broad groups of customers that are defined by a specific characteristic.
• 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?

6. @yourbrandvox
Empathy Maps

7. @yourbrandvox
Demographics
Traits that are easy to measure and fit into a spreadsheet.
• Age
• Income
• Location
• Job Tile
• Gender
• Education Level
• Marital Status
• Ethnicity

8. @yourbrandvox
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.

9. @yourbrandvox
Psychographics
Traits that are more difficult to measure, but are more useful.
• Feelings
• Attitudes
• Beliefs
• Interests
• Lifestyles
• Values

10. Tips for In-Person Interviews
@yourbrandvox
• 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.

11. @yourbrandvox
Archetypes
Storytelling 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.

12. Archetypes in Branding: A Toolkit for
@yourbrandvox
Strategists and Creatives
!
by Margaret Hartwell and Joshua Chen
!
Available at: http://www.amazon.com/
Archetypes-Branding-Toolkit-Creatives-
Strategists/dp/1440308187

13. @yourbrandvox
Personas
Description of a fictional character that is created to generate empathy.

14. 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-
@yourbrandvox
visit

15. @yourbrandvox
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.