Seeking Your Truth: Examples of Target Market Research
Who were they trying to reach?
A basic question that data can help you develop. It requires science, art, and good storytelling to define your consumers. These clients chose to align with their consumers by using data to learn who they were and what they wanted:
INTELLIbed had invested in a new website and creative, but they did not have a data-backed understanding of who their consumers were and where they lived in order to have the right message reach the right people at the right time.
Better Health Initiatives/Vibrant You was launching a new product in a marketplace steeped in competition, so they wanted to understand who their consumers were, how many there were, how they should communicate with them, and what the competition was doing.
CTS Agency wanted to create a powerful, engaging marketing campaign for the Central Florida Substance Abuse Coalition (CFSAC). The target audience was Generation Z, and there hasn’t been much information about how Gen Z receives messages and what makes them want to engage with a product. CTS also wanted to make sure that the message resonated with Generation Z and that they would whole-heartedly amplify the messaging.
INTELLIbed: Persona & geographic analysis
Using data we cleaned, we identified:
- The unique differences of each target group
- Behavioral and Psychographic distinctions
- Demographic overviews
We recommended they begin to segment marketing communications by clusters to offer them messages they want to hear.
We created a Customer Profile Guidebook with cluster personas and geographic market priorities.
Vibrant You: Identifying the market and the size of the market
We performed in-depth third-party market research into high-end supplement users and competitors and found data by generation and ethnicity to segment custom content across alike segments. We also found best ways to reach the audience using media consumption analysis and other third-party research.
Grounded With Data gave us the strong foundation that we needed to launch a new project based on research. They brought detailed information to the table in their own ideas as well. It was a great experience.
Dr. Lisa Beaury, DOM, Partner, Better Health Initiatives/Vibrant You
CTS Agency: Defining the needs of the audience and how they receive information
We performed in-depth third-party market research into Generation Z and created a Communications Messaging & Transformation Model used to verify that messaging strategies were in line with Generation Z’s needs. We also offered media plan optimization recommendations based on the Communication, Decision & Action Model.
Your amazing reports are making our team feel creatively “supercharged”
Carolyn Capern, Partner, CTS Agency, Marketing Agency of Record for the Central Florida Substance Abuse Coalition
