You can do this analysis in two ways, the first is by looking inward at your offer.
That's Persona's methodology, the customer profile that ideally buys from you.
The danger of Persona is that, at times, they can be very abstract, “people in the phase of self-discovery and seeking financial independence”.
Try to describe the persona in more quantitative terms, such as in a fact sheet:
- Age
- relationship
- Family composition
- Income class of the household in which you reside
- Level of instruction
You can also complement your Persona with the five great traits of a personality, a model proposed in 1961 by Ernest Tupes and Raymond Christal, but which was only adopted in market studies starting in the 80s:
- Irritation, which causes negative reactions
- Socialization, if you prefer the company of others or are more introverted
- Pleasantability, which makes a person happier
- Awareness, self-control, and the ability to plan long-term actions
- Openness, if the person likes news or is more conservative
Back to the basics that work, these five factors can be summarized in two:
- Main challenges of your time in life
- Aspirations and values
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Now, you'll be ready to direct your eyes to a region, and understand who the people who live there are and what their needs and aspirations are.
By understanding this, you will know how to align your offers to that market.
Whether choosing target audiences, among the majority or isolated in niches, you will be able to find and quantify your Persona among the population.