Let's Talk ↗BRAND STRATEGY / 03
Who should we serve first to make investment more effective?
THE OPPORTUNITY
We understand audiences through their needs, behavior, decision drivers, and relationship with the brand, alongside demographic information. Company resources and market opportunities help determine which customers to prioritize, why they choose the brand, and how to reach them, guiding investment in products, content, and channels.
Suitable for companies with a broad user base and scattered resources. Before starting, you need to provide existing user data and involve marketing and product teams. Also applicable when a new product needs to determine the first group of users to serve, and you should be able to discuss actual service conditions for each audience.
HOW WE WORK
We segment audiences by their needs, behavior, motivations and stage in the customer relationship, alongside age and location. We describe what distinguishes each group and record the tasks they are trying to complete and their purchase concerns. This makes each profile useful for understanding why people choose.
We assess each audience against the market opportunity and the resources available to serve it. A priority matrix sets out which groups to address first and which to approach later. We explain the reasoning by considering the work involved in serving each group alongside the company’s existing capabilities.
We develop core customer profiles and map the factors that shape their decisions. These inform recommendations on where to focus product, content and channel investment. We also show how messages can respond to each group’s specific needs, so every channel does not repeat the same material.
WHAT YOU TAKE FORWARD
Define the deliverables and how they will be used around your project objectives.