Determining target groups with Buying Persona - tools for research

To create a precisely defined Buying Persona, you need solid information about your target audience. While your team's imagination is helpful, it is not sufficient. The data for creating the Buying Persona should primarily come from your customers and not be based on assumptions. Various research tools play a crucial role in this process. In this guide, I will show you the best ways to obtain data and how to use it effectively to make informed decisions for your marketing.

Main Insights

• The data for a precise Buying Persona comes from desired customers, not internal assumptions.
• Use customer data, analytics, and direct customer interviews for precise insights.
• Online surveys and market research are essential tools for data collection.
• Do not blindly rely on studies, but check their credibility and relevance.

Step-by-Step Guide

Step 1: Analyzing Customer Data

To create an informed Buying Persona, start by analyzing your existing customer data. Gain an overview of the demographic characteristics, purchasing behavior, and feedback from your customers. These pieces of information are the starting point for drawing conclusions about your target audience. Translate the observed data into concrete views about your potential customers.

Step 2: Conducting Customer Interviews

One of the most effective methods to gain deeper insights is by conducting direct customer interviews. Ask your existing customers why they chose your product or service. Keep these conversations open and educational to obtain valuable information about the purchasing decision process. Note that personal interviews often yield the best results.

Step 3: Creating and Sending Surveys

By sending out surveys, you can gather more information about your target audience. Online tools like Google Forms or SurveyMonkey allow you to create tailored surveys and send them to your target audience. Design the questions in a way that you collect both qualitative and quantitative data. Ensure that the surveys are concise to achieve a high response rate.

Step 4: Utilizing Market Research Findings

A valuable research tool is existing market research findings. Platforms like marktforschung.de offer numerous white papers and studies that can help you gain comprehensive insights into various market segments. Regularly search for new publications that can help you expand the profile of your target audience.

Step 5: Analyzing Google Insights

Utilize the insights provided by Google through its various services like Google Analytics and Google Search Console. These data help you understand how visitors interact with your website and which content they prefer. This information is invaluable for optimizing your marketing strategies and defining your target audience more effectively.

Step 6: Observing Social Media Analytics

Advanced social media analytics tools like Facebook Insights, Instagram Insights, and LinkedIn Analytics also provide crucial information about your target audience. Analyze the demographic data, engagement, and behavior of your audience on these platforms. These data complement the information you already have and help create a complete picture of your target audience.

Step 7: Verifying Studies and Data

Be cautious when using studies and comparisons that do not provide sufficient evidence of their credibility. Ensure that the organizational structures behind the data are reputable and that the statistics reflect the actual market. This ensures that you are working with realistic and relevant information.

Step 8: Continuous Data Updating

Identifying the target audience is an ongoing process. Your target audience may change due to market shifts, trends, or new technologies. Therefore, set regular deadlines for reviewing and updating your personas to ensure that you stay up to date and base operational decisions on the latest data.

Summary

Creating an effective Buying Persona requires access to precise and relevant data that help you understand the needs and desires of your target audience. Using various research tools, including customer data, interviews, surveys, and market research results, you can develop a comprehensive picture of your ideal customers. Note that continuous analysis and updating of information play a central role throughout the process.