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Audience Profiling (Digital)

Build a detailed picture of your ideal or actual consumers—who they are, what motivates them, and how best to reach them.

Great products start with a deep understanding of the people you’re building them for. You can leverage Highlight to build a rich, data-driven picture of your ideal or actual consumer — covering who they are, what drives their decisions, and where to find and engage them. Using a quantitative evaluation with a mix of demographic, psychographic, attitudinal, and behavioral questions, teams walk away with the clarity they need to target, position, and innovate with confidence.

 

Key Questions Addressed

  •     What type of consumer is most interested in my product idea?
  •     Where can I find / engage with these consumers?
  •     What motivates these types of consumers when it comes to choosing products in my category?
  •     Where are the opportunities to win over these consumers? What are their unmet needs in this space?

 

Common Outcomes

  •     Target / ideal audience identification
  •     Audience persona development
  •     Audience opportunity sizing on key metrics (overall size x price sensitivity x value alignment etc.)

 

Methodology Guide

 Quick Hits

  •     Quantitative
  •     N=200
  •     ~1-2 weeks turnaround (no product sent)

 

Typical audience: category purchasers or Gen Pop (depending on the market size for this potential product)

 

Recommended Inputs:

In the context of your product category…

Current Consumption / Usage

  •         Frequency
  •         Occasions
  •         Locations

Motivations / Needs / Barriers

  •         Must have vs. nice to have
  •         Motivations for buying
  •         Barriers to buying
  •         Need satisfaction

Behaviors & Attitudes

  •         Attribute Importance
  •         Channel Mix
  •         Store Mix
  •         Willingness to Pay

Brand Familiarity

  •         Brand Familiarity / Purchase

Lifestyle & Psychographics

  • Custom lifestyle and psychographic questions relevant to your category

Idea Evaluation (if relevant)

  •         Appeal
  •         Purchase Likelihood
  •         Meet Needs

+ Can add from any of our available / recommended questions and/or write your own


Stimuli: no physical product required — survey-based study (no product sent)

 

Standard Outputs

  •         Scorecard of metrics included in your survey + statistical significance testing
  •         Summary of key themes that emerge from open-ended questions
  •         Data visualization for all survey questions
  •         Crosstabs with customizable banners + statistical significance testing

 

Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!