The target audience portrait is compiled based on several parameters.
General characteristics (gender, age, geolocation, interests, etc.).
Product group (purchasing behavior is studied).
Brand (customer loyalty, their opinion of the brand, level of knowledge and purchase intention are taken into account).
Target audience portrait - why is it created?
This is an exact characteristic of one person from the target audience. All characteristics are "averaged".
Example 1 - Beauty salon services
Given: a beauty salon, price category - medium. Situated in a residential area of Moscow, next to a dormitory of one of the universities.
His target audience is a 20-year-old girl, a university student data student, working part-time after classes (has an average income), living in a dormitory.
Example 2 - product "face cream"
The marketer often comes up with a name for the portrait. For example, the face cream "Black Pearl" is bought by:
woman Ivanova Tatyana Mikhailovna;
age 45 years;
married, one or two children;
problems - aging skin, appearance of the first wrinkles;
lives in Russia;
enjoys embroidery;
receives information from TV channels and OK;
visits online stores Ozon and VB;
her income level is 27,500 rubles per month, etc.
The purpose of Tatyana Mikhailovna's portrait is to give consumers a face and character, since working with an impersonal audience is less effective. Some marketers even graphically depict (draw) a representative of the target audience in order to visually present their consumer.
If you write in an advertisement promoting a cream: "Face cream for aging and young skin. Moisturizing gel against acne, suitable for children and women" - the message will be complex and unconvincing. You should offer the product specifically to Ivanova Tatyana Mikhailovna. Abstract advertising is your money thrown down the drain. Therefore, the offer must be formulated specifically for a representative of your target audience.