{"id":10663,"date":"2021-09-16T12:31:01","date_gmt":"2021-09-16T15:31:01","guid":{"rendered":"https:\/\/uruit.com\/blog\/?p=10663"},"modified":"2023-06-01T01:15:46","modified_gmt":"2023-06-01T04:15:46","slug":"target-audience-characterization-for-digital-products","status":"publish","type":"post","link":"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/","title":{"rendered":"Target Audience Characterization for Digital Products"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_17 counter-hierarchy counter-decimal ez-toc-grey\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" style=\"display: none;\"><i class=\"ez-toc-glyphicon ez-toc-icon-toggle\"><\/i><\/a><\/span><\/div>\n<nav><ul class=\"ez-toc-list ez-toc-list-level-1\"><li class=\"ez-toc-page-1 ez-toc-heading-level-1\"><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#Target_Audience_Characterization_for_Digital_Products\" title=\"Target Audience Characterization for Digital Products\">Target Audience Characterization for Digital Products<\/a><ul class=\"ez-toc-list-level-2\"><li class=\"ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#1_User_Persona\" title=\"1. User Persona\">1. User Persona<\/a><ul class=\"ez-toc-list-level-3\"><li class=\"ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#Who_are_you\" title=\"Who are you?\">Who are you?<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#What_is_your_main_goal\" title=\"What is your main goal?\">What is your main goal?<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#What_is_stopping_you_from_achieving_this_goal\" title=\"What is stopping you from achieving this goal?\">What is stopping you from achieving this goal?<\/a><\/li><\/ul><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#2_Empathy_map\" title=\"2. Empathy map\">2. Empathy map<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#3_User_journey\" title=\"3. User journey\">3. User journey<\/a><ul class=\"ez-toc-list-level-3\"><li class=\"ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#1_Define_the_scope\" title=\"1. Define the scope\">1. Define the scope<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#2_Know_your_users\" title=\"2. Know your users\">2. Know your users<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#3_Define_user_expectations_and_scenario\" title=\"3. Define user expectations and scenario\">3. Define user expectations and scenario<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#4_List_out_touchpoints\" title=\"4. List out touchpoints\">4. List out touchpoints<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#5_Account_for_user_intention\" title=\"5. Account for user intention\">5. Account for user intention<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-3\"><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#6_Draw_the_journey\" title=\"6. Draw the journey\">6. Draw the journey<\/a><\/li><\/ul><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#4_Primary_and_secondary_research\" title=\"4. Primary and secondary research\">4. Primary and secondary research<\/a><\/li><li class=\"ez-toc-page-1 ez-toc-heading-level-2\"><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/uruit.com\/blog\/target-audience-characterization-for-digital-products\/#Employ_target_audience_characterization_today\" title=\"Employ target audience characterization today\">Employ target audience characterization today<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h1><span class=\"ez-toc-section\" id=\"Target_Audience_Characterization_for_Digital_Products\"><\/span><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Target Audience Characterization for Digital Products&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:15231,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16777215},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;9&quot;:0,&quot;11&quot;:3,&quot;12&quot;:0,&quot;14&quot;:{&quot;1&quot;:2,&quot;2&quot;:0},&quot;15&quot;:&quot;Calibri&quot;,&quot;16&quot;:11}\">Target Audience Characterization for Digital Products<\/span><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p>Target audience characterization is a process that usually happens at the beginning of your <a href=\"https:\/\/uruit.com\/blog\/digital-product-lifecycle\/\">digital product lifecycle<\/a>, and it can help you better define your users and boost your conversion rates. But what exactly is target audience characterization and how do you define <span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;who is the target audience&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:515,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16043212},&quot;12&quot;:0}\">who is the target audience for your digital product<\/span>?<\/p>\n<p>Today we\u2019re going to take a look at a few of the elements that go into the process of target audience characterization for digital products.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_User_Persona\"><\/span>1. <a href=\"https:\/\/uruit.com\/blog\/how-to-create-your-user-persona\/\">User Persona<\/a><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A user persona is an archetypical user whose characteristics and goals map directly to the requirements of a bigger group of users. These personas can be developed by talking directly to users and segmenting them by various psychographic and demographic data to improve your digital product marketing; and it&#8217;s a great place to start when <span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;finding your target audience&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:515,&quot;3&quot;:{&quot;1&quot;:0},&quot;4&quot;:{&quot;1&quot;:2,&quot;2&quot;:16043212},&quot;12&quot;:0}\">finding your target audience.<\/span><\/p>\n<p>A simple user persona should answer the following:<\/p>\n<ul>\n<li>Who are you?<\/li>\n<li>What is your main goal?<\/li>\n<li>What is stopping you from achieving this goal?<\/li>\n<\/ul>\n<p>Even though your users are buying or using the same digital product, they\u2019ll each have different needs and be attracted to different things. To drill-down:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Who_are_you\"><\/span>Who are you?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is a detailed description. Something like \u201ca B2B marketer who works for a small business\u201d. It should sum up your persona\u2019s perspective when it comes to deciding to buy and use your product.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_your_main_goal\"><\/span>What is your main goal?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The answer to this question will help you understand how your service or product fits into your users\u2019 life. Why are they choosing to purchase it? What problem are they trying to solve through its use?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"What_is_stopping_you_from_achieving_this_goal\"><\/span>What is stopping you from achieving this goal?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you know who your users are and what they\u2019re attempting to do, there\u2019s one more step: figuring out what\u2019s stopping them from buying your product. The answer to this question will help you do just that.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Empathy_map\"><\/span>2. Empathy map<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An empathy map is a tool that can be used collaboratively by teams to give themselves deeper insight into their customers. Similar to a user persona, an empathy map can represent a customer segment or a similar group of users.<\/p>\n<p>An empathy mapping meeting might go as follows:<\/p>\n<p>Gather your team and instruct them to bring any data, personas, or insights about the target of your empathy map. Sketch or print out the empathy map template on a whiteboard or large piece of paper. Hand out post-it notes and a marker to each team member \u2013 these will be used to write down each employee\u2019s thoughts. Ideally, each team member should add at least one post-it note to each section of the empathy map.<\/p>\n<p>These might include questions like:<\/p>\n<ul>\n<li>What is the user feeling or thinking?<\/li>\n<li>What are some of the user\u2019s aspirations or worries?<\/li>\n<li>What would the people around them likely say while the user is using your product?<\/li>\n<li>What would the user see when using the product in their own environment?<\/li>\n<li>What might the user be doing or saying while using the product? Would this change in a private or public setting?<\/li>\n<li>What are the user\u2019s pain points when using the product?<\/li>\n<li>What might the user gain from using the product?<\/li>\n<\/ul>\n<p>Team members ought to speak about the points they\u2019re writing as they stick them to the empathy map. By the end of the session, your team should have insights to share and hypotheses about your users that they\u2019d like to validate.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_User_journey\"><\/span>3. User journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The user journey is a visualization of a user\u2019s relationship with a brand or product over time. They can come in many formats and shapes, but are most commonly represented as a timeline of all touch-points between a user and your product. The timeline will contain information about each channel a user will engage with to interact with an end product.<\/p>\n<p>There are six steps to developing a user journey:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Define_the_scope\"><\/span>1. Define the scope<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The scope of a user journey can be wide, looking at an end-to-end experience. Or it can be a more detailed journey that focuses on a particular interaction.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Know_your_users\"><\/span>2. Know your users<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is where your user personas come in. The user journey is focused on the experience of one main user \u2013 your user persona who experiences the journey.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Define_user_expectations_and_scenario\"><\/span>3. Define user expectations and scenario<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The scenario is the experience that the journey addresses. It can be anticipated or real. This is also the point where you define what expectation your user persona has about the interaction.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_List_out_touchpoints\"><\/span>4. List out touchpoints<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Touchpoints are user interactions and actions with the brand or product. It\u2019s essential to figure out all your main touchpoints as well as each channel that\u2019s associated with a touchpoint.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Account_for_user_intention\"><\/span>5. Account for user intention<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ask yourself: what motivation does your user have to interact with your product? What issues are your users wanting to solve when they use your product? Different user personas will have different reasons.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Draw_the_journey\"><\/span>6. Draw the journey<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Pull together all the data you have and sketch a journey as a step-by-step interaction. Each step illustrates an interaction that the persona has with your product or service.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Primary_and_secondary_research\"><\/span>4. Primary and secondary research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Market research typically involves two types: primary and secondary.<\/p>\n<p>Primary research is research you undertake yourself. It involves going to a source to gather information and ask questions. Some examples of primary research include:<\/p>\n<ul>\n<li>Interviews<\/li>\n<li>Questionnaires<\/li>\n<li>Focus groups<\/li>\n<\/ul>\n<p>When you undertake primary research you\u2019re generally looking to gather two basic kinds of information:<\/p>\n<ul>\n<li>Exploratory: General and open-ended research that typically involves lengthy interviews.<\/li>\n<li>Specific: More specific, used to solve an issue identified with exploratory research.<\/li>\n<\/ul>\n<p>Secondary research, on the other hand, is a type of research that\u2019s already been gathered, organized, and published by others. This might include studies and reports by trade associations, government agencies, or other businesses in your industry.<\/p>\n<p>Primary research is generally more time and money intensive but will deliver you more quantified results. Secondary research is a great source of information for small businesses that might be just starting out or who don\u2019t have the budget for a primary research campaign.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Employ_target_audience_characterization_today\"><\/span>Employ target audience characterization today<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Knowing your target audience is essential to succeed with your digital product. It allows you to better target your solution and gives you valuable insight into how your users convert.<\/p>\n<p>Now you know a few of the main elements that make up target audience characterization for digital products. Would you like to know more? <a href=\"https:\/\/uruit.com\/contact\/\">Get in touch<\/a> for consultation!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contents Target Audience Characterization for Digital Products1. User PersonaWho are you?What is your main goal?What is stopping you from achieving this goal?2. Empathy map3. User journey1. Define the scope2. Know&#8230;<\/p>\n","protected":false},"author":36,"featured_media":10664,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[288],"tags":[],"_links":{"self":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts\/10663"}],"collection":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/comments?post=10663"}],"version-history":[{"count":4,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts\/10663\/revisions"}],"predecessor-version":[{"id":11204,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/posts\/10663\/revisions\/11204"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/media\/10664"}],"wp:attachment":[{"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/media?parent=10663"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/categories?post=10663"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/uruit.com\/blog\/wp-json\/wp\/v2\/tags?post=10663"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}