Success Strategies

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Choosing the right segmentation/audience characteristics

Importance of audience characteristics

Audience characteristics allow you to filter, analyze and compare your brand’s performance across audiences. Choosing the right ones means you can build your segments and personas, compare between the general population or target audiences, and discover and explore new potential audiences for your brand.

Identifying the right custom audience characteristics

Stuck on which custom audience characteristics are right for your brand? Consider the below tips:

  1. Identify your target audience. If you know this already, it should be easy to identify their custom characteristics.

  2. Ask what’s unique to your brand. If you’re still figuring out your target audience, think what separates your brand from competitors. For an online bank whose value proposition is free international ATM withdrawals, their target audience might be “Frequent Flyers”. In this case, frequent flyers - yes/no would be two audience characteristics in your dashboard.

  3. Think about your market more broadly. If you’re just starting to build your brand identity, try using category specific audience characteristics. For example, “interested in using online fitness apps”, “owns a smartphone”, and “has a gym membership” would be relevant characteristics for an online fitness brand. Even if you have a distinct brand, this is a common approach to segmentation if you’re looking to cast your net wide and target the whole market of your category.

  4. Set it and forget it! You can’t measure change if you change the measure! With brand tracking, it’s important to ensure your survey stays relevant over time. As long as you’re not looking to radically transform your business in a year, selecting brand or category specific audience characteristics should do the trick.

Common examples of audience characteristics

Note: A segmentation question should usually be a yes/no question, which will translate into two custom audience characteristics in the dashboard. We can, however, support up to 5 different audience characteristics per segmentation question

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