Encyclopedia of Marketing. Portrait of the consumer, an example of portraits of potential buyers. How to create a portrait of the target audience? Collective portrait of potential clients of a modern optics salon

Dmitry Shapovalov, business coach

For a long time it was believed that the main way to successfully develop a business is to increase the product range and maintain a lower price than competitors. It is customary to lay the foundation of business plans to the maximum financial indicators devoting only a small portion of human resources. With some irony, we can say that there is too much assortment and low prices- the two main reasons for the collapse of firms! Studies show that about 70% of buyers refuse services due to inattention and indifference to their needs, 15% due to disappointment in the product, and only 10% due to the fact that someone offered a better price. The rapidly changing situation in the service market strongly dictates the need to put a client-oriented approach at the head of the company's successful development. If there are no significant differences between your product (service) and their competitors, the more there should be differences in how you do business with people.

Consumer Scale

Why is it so important to classify modern consumers? Yes, because the methods of working with each of their categories differ in form and content. Unfortunately, the vast majority of entrepreneurs do not own this methodology. This often leads to errors already at the stage of project planning, substantiation of priority development tasks, selection of tools for achieving goals. Many firms fail to really turn around precisely because, for all the temptation of the project, they fail to attract the attention of potential buyers and keep them as their adherents.

Modern consumers can be divided into five categories:

Potential buyers - people who may be interested in buying goods from you or using your services;

Visitors - people who have visited your firm at least once;

Customers - those who have purchased one or more products or used one or more services of your company;

Customers - people who regularly buy your products or use your services;

Adherents - those who constantly use your product or service and tell everyone how great your company is.

Potential buyer

We are all potential buyers. Having opened the newspaper, we immediately come across a huge number of advertisements. We turn on the TV - and every 15 - 20 minutes an advertising block follows. Radio, billboards, the "war paint" of urban transport ... everywhere we are offered something. Mail carriers deliver hundreds of flyers to homes and offices offering "extremely good deals" and the like. Everywhere you turn, someone is trying to offer something for sale.

Potential buyers are the most controversial and mysterious category of consumers. They are extremely essential to the success of a business and it is the job of any entrepreneur to attract as many of them as possible.

Potential buyers do not know you, your product and, like most sane people, tend to doubt your competence. There is only one way to include them in the orbit of your business: make sure that a potential buyer has a desire to come to you.

As you know, the engine of commerce is advertising. For example, newspapers are viewed by a huge number of people every day; therefore, newspaper advertising can be an excellent means of introducing potential buyers to a product or service. There are many tutorials out there on how to write an advertisement. However, there is a strong impression that these manuals are either not read to the end, or not read at all. An example of this is a huge number of newspaper ads, like two drops of water similar to each other, as well as a mass of advertising leaflets, "without trial or investigation" sent from mailboxes to the trash can. Let me give you some interesting facts.

Before turning a newspaper page, the reader lingers on it for an average of four seconds, and the text advertisement Only one out of ten will read it. Therefore, the heading should be composed in such a way that there is a desire to read the text to the end, that is, to state there the primary and most important. It is necessary to load the first three paragraphs of the text with information as much as possible. Be sure to include a price. Nine out of ten newspaper readers say that the price influences the decision to buy and choose a particular product. If you accompany the ad with an illustration of the product "in action", this will further increase the readership.

The great advertising expert David Ogilvy said, “Unless your advertising campaign is built around a basic idea, it will wander in the dark like a ship in the night.” You need to find something special in the advertised product. The more such “highlights” are described in the ad text, the easier the product will be sold.

In addition to newspapers, advertising on radio and television can be successfully used. the main objective advertising campaign- get a potential buyer to come to you for the first time.

Visitors

Visitors are by nature skeptical. They know something about your business, but they haven't made a decision to buy anything yet. You only have a few seconds to make the right impression on your visitors.

A survey of a huge number of buyers showed that they decide on a purchase in the first eight to ten seconds of being in the store. Four out of ten visitors judge the competence of the seller by appearance. This statistic is, of course, curious, but it only makes sense when you seriously think about it. It is in the first seconds that a person evaluates the general atmosphere of the store, the attitude towards customers, the layout of goods and advertising. If the staff is polite, if the premises are clean and well appointed, if the products and services are good enough, and if the prices are reasonable and clearly marked, then there is a good chance that many visitors will become buyers. But if the company is not able to meet the expectations of visitors, they leave forever. In business, as in personal life, Golden Rule: "There will be no second chance to make a first impression."

Buyers

At the heart of any purchase are two main reasons: to enjoy a new thing or service and to satisfy any needs of the buyer. If you can meet any of these conditions, the transaction will be completed. From now on, you will have a buyer.

Think about your product or service. How can they be presented in order to fulfill one of the above conditions for making a purchase? Find features in your product that can satisfy the needs of visitors.

The key to successful work with the buyer is professionally trained personnel. It is sellers and sales agents who “fight at the forefront” every day for the success of your business. It is their faces that buyers associate with your company.

It is extremely important to give the buyer the opportunity to express their wishes about your business. A store visitor, strange as it may sound, rarely complains about the behavior of the attendants. At least half of the people who have trouble making a purchase (both retail and wholesale) never complain to anyone. Those who decide to state their claims, as a rule, file a complaint with ordinary employees who are not always able to satisfy it. Therefore, it is not surprising that every company annually loses a solid part of its customers: having a negative attitude towards it, they simply prefer to go to another store or company. Top managers, firstly, do not even suspect that they have lost part of the profits, and, secondly, they do not know why this happened.

Customers are people who regularly buy your products or use your services. This is the stage when a person is ready to buy whatever you offer him. This is the “golden egg”, the very 20% that make 80% of the turnover of any company.

Clients need to know. Customers need to offer something special. The client base should be on a special account. As a rule, these people prefer to communicate with those who conduct their business: with the seller, sales agent, a manager or with company executives and rarely with a “company representative”.

Remember: customers are the best of the best. They rarely abuse their position. They are just pleased that you treat them in a special way, and they can sometimes give even a small, but very valuable thought that did not even occur to you. It is very important that these thoughts have the opportunity to reach the upper levels of the company's management. One of the main reasons for the loss of customers is inattention to their person.

Adherents

Adherents - people who carry your name "to the masses." They tell all their friends and even strangers about you, those who are interested in your product. These free praises are probably the most powerful form of advertising.

Followers' recommendations are a huge energy potential of the company, which, unfortunately, is not always used. Take television advertising. Well-known and respected people recommend this or that product, people publicly praise washing powder and pads. When applying for a job in any company, you will definitely be asked for recommendations. So why are the comments of satisfied adherents of this company nowhere to be seen in small shops and huge supermarkets? Probably worth considering.

How to keep adherents? It is necessary to provide something exceptional only to them and no one else. In the West, special clubs for such privileged persons have become very widespread, membership in which gives participants the opportunity to receive various benefits.

"The customer is always right!"

The situation on the service market is rapidly changing, and life itself forces entrepreneurs, young and old, to turn their eyes primarily to the buyer. Gone are the days when it was a downtrodden and inconspicuous little man - a pawn in a big game. Today's buyer is undoubtedly smarter than yesterday's, and what until recently was in the order of things for him is now becoming an anachronism. Gone are the days when the store first raised prices, and then lowered them a little, announcing discounts. Gone are the days when crowds of people went to new year sale: today "sales" take place almost every day. Gone are the days when a customer purchased a product at one price and found it tomorrow at a lower price. These times are gone forever. Thoughtlessly "selling" becomes not only unprofitable, but also dangerous for the business as a whole.

Today's buyers no longer want to be "gray masses" - they want to be people. They want to be recognized and respected, smile at them and say "thank you". They want you to consider the fact that they are spending their money on your business.

Today's buyers compare stores, carefully study services and offers, leisurely look at labels and inscriptions on packages, and ask a lot of questions. And such a familiar phrase "The customer is always right!" pronounced without any irony.

Bibliography

Journal "Company Management" No. 8, 2005.

Archive of the Department of the Russian Language of KSU. - Krasnoyarsk, 2000. - 68s. 13. Vandakurova E.A. Language portrait of Turukhansk: onomasticon: Course work. Archive of the Department of the Russian Language of KSU. - Krasnoyarsk, 1998. - 34 p. 14. Vertysheva I.G. Hodonymy features of a modern Siberian city (on the material of the city of Novokuznetsk): Coursework. Archive of the Department of the Russian Language of KSU. - Krasnoyarsk, 2000. - 47p. ...

Not only save time associated with decision-making, but also improve their quality. To carry out their complex and responsible functions, managers must have special knowledge and be able to use it in daily work for enterprise management. requirements for them professional competence can be conditionally divided into two groups (Table 2.). The first is knowledge and...

Vehicles; accommodation facilities used; travel distance; duration of the trip; travel funding sources; consultants and intermediaries in making a decision on making a tour. 2. Psychological portrait of the consumer tourism services Attitudes towards rest have changed gradually from century to century. The new consumer strives, as before, to consume more, but ...

The most liked drawings in the questionnaire. The sample consisted of 300 people, while processing the score data, the statistical program SPSS was used. These data will help determine the psychological portrait of a beer consumer, using which you can choose the most effective ways to stimulate and promote the product (questionnaire No. 1, see Appendix). 3. Based on the results obtained, a...

3. Reading thematic forums and groups on social networks, comments on blogs and social media, reviews of similar products.

4. Profile Analysis potential buyers in social networks - parsers, for example, will help with this. A lot of useful information in Yandex reports: yandex.ru/company/researches/.

Step five: draw up a psychological portrait of the target audience

Example No. 1. Psychological portrait of one of the segments of the target audience of a children's club for the development of children

Woman, age 25-35, high income, unemployed, one or two children, lives in a large city.

1. Life position: active.

2. Values: family, self-development, children.

3. Interests: teaching and raising children, sports, communication with her husband and girlfriends, shopping.

4. Dreams: to devote more time to yourself, to start traveling when the child grows up.

5. Fears: not giving the child the right level of education, being a bad mother, fear of condemnation, that the child will be worse than others.

6. Lifestyle: quite active, attends many circles with the child, goes to a fitness club, goes out with friends to a cafe, visits with his family on weekends entertainment centers and shops.

7. Role models: successful young mothers who look good, have time to take care of children, play sports and hobbies.

8. Degree of conservatism: low, ready to try new things if it will benefit the children, the family or will be interesting to them, present them in a favorable light for the social circle.

9. Cognitive biases: they expect increased attention to themselves and the child from the teachers of the club, they need a positive assessment of their actions.

10. Objections: whether the teachers are experienced, whether the teaching methodology will harm the child, whether there will be a result, whether the time is convenient.

Brief conclusions: To attract to the club, it is necessary to focus on relevance, benefit for the child, the opportunity to communicate with the same mothers. The greatest demand will be for courses that allow you to quickly teach a child certain skills, developing talents and abilities. In advertising, the emphasis is on caring for a child, using the subconscious need to look like a good mother, and the desire to be socially active. Organization of small groups in which attention can be paid to each child, reports on the progress of the child.

This slogan will be to your liking. target audience mothers seeking to raise a little genius

Example #2: Psychological portrait of one of the segments of the target audience of premium sectional garage doors

Male, over 35 years old, high income, works, has children, lives in a large city.

1. Life position: medium-active.

2. Values: family, career, status, comfort.

3. Interests: education, hunting or fishing, politics, football.

4. Dreams: move out of town, set up a big house and territory to live with family and invite friends.

5. Fears: Losing what you have, fear of crises and changes, competition.

6. Lifestyle: average activity, likes to sit with friends in a restaurant, go to the sauna, sometimes goes to the theater or cinema with his wife. Spends a lot of time in the car on the way to work.

7. Role models: leaders of large companies, businessmen.

8. Degree of conservatism: average, do not try new products in the forefront, choose reliable things and proven solutions.

9. Cognitive Bias: Strive for good service, may refuse to purchase if any inconvenience occurs.

10. Objections: Expensive, sections can break, not secure enough and the car can be stolen, how fast they open.

Brief conclusions: The quality and reliability of products, ease of use and ordering are important to the buyer. It is necessary to provide services for the delivery, installation and assembly of gates to ensure maximum comfort. In advertising, mention materials and technologies, demonstrate appearance and convenience remote control gate. Emphasis on rational arguments, social proof. Sales through personal contact, provision of a personal manager.

It is impossible to create a successful brand, develop an effective positioning ideology and advertising without having an extremely clear idea of ​​​​the people for whom all this is being developed.

An error in the accuracy of determining the target audience, in a misunderstanding of its lifestyle and preferences, in the perception of many other factors can have a fatal effect on brand development. A brand designed for the wrong target audience will not work effectively. A small mistake at the beginning of the brand journey with the wrong definition of the target audience can work exponentially and can turn into multiple financial losses in the future.

Comprehensive analysis of the consumer environment: competent knowledge of all categories of consumers, taste and behavioral characteristics of the target audience, full information about consumer perceptions of competing brands, all of which are the foundation that allows a brand to succeed in the marketplace. All this, as a rule, is the specialization of a marketing agency.

It is with clarification of the portrait of the target audience that the competent work to create a new or used existing brand.

Target audiences can be determined not only by standard features - gender, age, financial condition, etc. But the differences can also be of a non-obvious nature, for example, consumers may differ in mentality due to religious affiliation or region of residence, etc. In order to get a clear portrait of the brand's target audience, it is necessary to conduct a comprehensive analysis of the consumer environment: competent knowledge of all categories of consumers, taste and behavioral characteristics of consumers, information about consumer perception of the company's brands.

A comprehensive study and description of the portrait of a potential consumer is one of the basic steps towards creating a successful brand, at this stage it is extremely important to study potential buyers of your product as fully and comprehensively as possible, understand their consumer behavior, determine the size and other numerical parameters of the target audience.

Portrait and consumer behavior

All successful companies have one thing in common - customer focus. Suffice it to recall the advertising messages of the market leaders. They are understandable and so close to people that they become part of our speech. And the names and appearance of their new products seem familiar to us and beyond doubt. Such a supply of products is the result of the painstaking work of professionals.

The first task in this work is the definition of a consumer portrait, which will reveal the main parameters that characterize the consumer's behavior in this moment time. But this is not enough. In order to compete successfully in the market, it is necessary to foresee and anticipate the slightest changes in consumer preferences in a timely manner. To do this, it is necessary to find out: who, how, when, where, what and why buys, the degree of importance of various product criteria at various stages of the purchase decision process, as well as the intentions of consumers. information about the behavior of various categories of consumers during and after the purchase is useful for the correct interpretation of sales data and evaluation of the results of product positioning.

The results of this study are:

Volumes and frequency of purchases;

Purchase location preferences, traditional shopping locations;

Data on existing price ranges, size of preferred price ranges;

Types and characteristics of consumer behavior depending on the time and place of purchases;

The structure of purchase motivation and the ranking of individual factors influencing the choice of a particular product among competing brands;

A set of motivating factors that influence consumers when choosing goods;

A set of incentives under the influence of which a purchase decision is made;

General media preferences of buyers.

Data collection is carried out by conducting a survey of consumers using the method of personal interviews, the method of focus groups and the method of in-depth interviews.

In contact with

Classmates

From this article you will learn:

• What are the components of the consumer portrait
• Is there a common consumer profile for all services?
• How to increase sales in business with the help of a consumer portrait

Using in professional speech such a concept as " consumer portrait”, marketers mean the target audience for which the company’s product or service is designed. For a painter, when creating a portrait, inspiration is an important condition, and for a seller, knowledge of the basics of marketing and maximum data on the likely demand of buyers for their product is necessary. Until a detailed portrait of the consumer of services and goods is written, including many details, it will be extremely difficult to draw up an effective commercial proposal aimed at a specific group of customers. Therefore, about stability high sales one can only dream. Therefore, the skill of drafting consumer portrait is mandatory for every leader.

Why you need to create a consumer profile

Client portrait is a collective image of a potential buyer, based on some mandatory components:

• the age of the consumer;
• his marital status;
• income level;
• place of residence (geography);
• the scope of consumer employment;
• position level;
• typical problems associated with the specifics of the work;
• needs, fears and desires.

The more characteristics are involved in drawing up a portrait of the consumer, the closer it is to the truth, therefore, the definition of the target audience will be the most accurate. In order not to inadvertently make it too narrow, marketers recommend using not one, but at least three customer portraits. This approach allows you to address exactly that group of buyers for whom, when creating a commercial offer, a language and methods of argumentation that it understands were used. Point orientation, which is possible only in the case of creating a portrait of a potential consumer, will save you from huge spending on unproductive advertising designed for the masses. Learn how to get your marketing department to bring more customers in the course

For example, a marketing team is developing a conversion promotion for a company that sells baby knitwear. In the course of their work, they will have to draw a portrait of the target consumer and answer the question: “Will this action attract Masha, who is expecting a baby, so that she wants to purchase a complete set for newborns?”. At first, the options may be different, but the goal of the developers is to achieve ideal conditions so that the answer sounds: “Of course, because it’s already hard for Masha to go to different stores in search of the most suitable items in terms of price and quality, and our price is lower than that of many, and special underwear for nursing as a gift.

When the study of the desires and capabilities of the buyer takes place at such a level of immersion in his problems, this will inevitably lead to an increase in consumer demand for the company's products.

At what stages does a marketing portrait of a consumer help?

• Creation and positioning of the product.

Why do people need this product, what will they pay special attention to? To get the most accurate psychological portrait of the consumer, the answer to this question is extremely important. If you produce construction sets for kids, pay attention to their safety and the possibility of the child's all-round development. Do you sell a variety of cooking utensils? Focus on ease of use and ease of getting results. Initially target your product to a specific group of consumers.

• Communication in the language of the audience.

A well-designed consumer portrait will help you choose the right means of communication with potential buyers of your goods and services. What words should prevail in a sentence to study in personal growth courses? Success, change for the better, new perspectives. The purpose of the message is to interest and attract.

Sellers of baby diapers use a completely different vocabulary. In this case, the target audience is parents who value ease of use and the absence of harmful consequences for the child.

• Targeting.

Targeting is advertising settings that allow it to go straight to a potential consumer, whose portrait was compiled as a result of preliminary work. A young man, after watching a video with tricks on a hoverboard, receives a link to an online store selling this device. Asking a question on the forum about the causes of back pain, a woman immediately sees an advertisement for an anesthetic ointment.

Settings allow you to specify the location, time of demonstration, gender and age characteristics. Often, marketers use generalized targeting. By creating an accurate portrait of your target consumer, you have the opportunity to make adjustments that will return your investment in a much greater amount.

• segmentation and personalization.

Customer needs vary greatly. Depending on the segmentation results, you can directly address a specific group by creating a generalized portrait of it - men or women, young people or the elderly, who wear big sizes clothes or small.

Segmentation allows you to formulate an offer that will best meet the needs of the consumer group to which it is intended.

• Customer retention.

Indicators such as gender and age are the most obvious parameters for creating a consumer portrait. The next level of studying the target audience is understanding at what stage life cycle the buyer is located: at the moment of making a decision to purchase, readiness to repeat it or the stage of alienation.

Having this information, having an idea about the portrait of a potential consumer, you can remind of your existence when his readiness to make a purchase is at the highest possible level. Make a discount offer to the client when he has almost forgotten about your existence.

What kind of consumer profile do you need to create

Any buyer can be attributed to one of four categories. In addition, each implies the use of different methods when accessing it. Unfortunately, only small part managers and executives understands the importance of drawing up a portrait of the consumer and an individual approach to buyers of various target groups. But it is precisely in it that the key to the success of many types of activities, the object of which is the end consumer of the goods, lies.

Very often one has to observe how a novice entrepreneur or a small enterprise, having a good potential, fails at the initial stage of development due to the inability to turn its potential clients in real ones, because he does not imagine the portrait of the target consumer. Learn how to find and “grow” an ideal client using budgetary methods at the course

An important point at this stage is the realization of the fact that initially different people motivate to buy diametrically opposite factors. Let's start with the fact that four categories fall under the name "modern consumer":

• Potential buyer.

The most extensive group, by and large including every person who is able to acquire something. Being under constant "shelling" of commercials, images, slogans, any of us is always ready to make a purchase. But at the same time, the seller is interested in his target consumer, who often spends a lot of money and effort to define his portrait.

The potential buyer is a certain Mr. X, whose identity is not an easy task to declassify, but at the same time quite solvable. Indeed, the level of profitability of his enterprise directly depends on how accurately the seller creates a portrait of the consumer.

• Visitor.

This category is distinguished by its skepticism. It is not difficult to imagine her portrait: these are people who from time to time purchase a product or service in a certain place, but at the same time are not among the regular customers. But if you try, they can become them.

Important to remember, that the chance to make a decisive impression is given only once. Having crossed the threshold of a new store or salon for the first time, a potential consumer in a few seconds is already forming his opinion about this place. If at that moment he was not approached with a friendly smile and an interesting offer, he can become a visitor, but he is unlikely to be transferred to the category of regular customers: the first impression decides too much.

• One time buyer.

When compiling a portrait of a consumer, it is important to understand what drives people when they buy some things or services. First of all we are talking about meeting needs. The second motive is to have fun. If the seller contributes to the achievement of one of these goals, the transaction can be considered completed, and the store - received a one-time buyer.

Everyone who has made a purchase or received a service that he liked, of course, will not forget this place. The seller is faced with the task of creating for a one-time buyer such conditions for which he would want to come back to this store. And for this, it is necessary to clearly present the portrait of the target consumer.

• Regular customer.

The basis of a stable income of any firm or outlet constitute precisely regular customers– consumers who, without a doubt, return to the same place again and again. The goal of the seller is not to lose any of the loyal customers and by all means strive to increase their number.

Where does the consumer profile begin?

Creating a socio-psychological portrait of the consumer implies knowing the answers to the following questions:

• place of residence (city or village, house or apartment);
• his age;
• what kind of education did he receive;
• he is married or single;
• what is the consumer's occupation employee, entrepreneur, business owner, temporarily unemployed, pensioner, student);
• what interests him (hobbies);
• what problems he is concerned about;
• can your product help him in solving them;
• how much per month he spends on average on purchases;
• what is the decisive factor in making a purchase decision (price, quality, brand, advertising, recommendations from friends);
• how well the consumer is familiar with your product (expert, amateur, casual passer-by);
• how much you are willing to spend to buy your product;
• what scares him in connection with the purchase of your product.

When compiling a portrait of a potential consumer, it is important to take into account in a complex both socio-demographic parameters (gender, age, geography of residence, marital status), and behavioral characteristics (what motivates him to buy, how he makes decisions).

Having in your hands a socio-psychological portrait of the consumer, proceed to the preparation of a commercial proposal designed for certain group buyers, as well as to determine the places of their "habitat". By clearly presenting the image of the client, it is much easier to find a common language with him, contact new consumers, retain and motivate regular customers to return.

For commercial offers various types when compiling a portrait of a consumer, other indicators may also be required: from living in a family of pets to the religion practiced.

For example, the owner of a pet store chain, having information about the number of city residents who own dogs or small rodents, can more accurately adjust the product matrix, contributing to an increase in turnover and profit growth.

Managers of travel agencies, in an effort to sell as many tours as possible, should, when compiling a portrait of the consumer, familiarize themselves in detail with the reasons that encourage their customers to choose certain destinations for travel.

Holiday planners will be more free to choose the form for the planned event if they have access to information about the amount of funds that customers expect to spend, as well as the source of their income. In this case, the scenario will be created taking into account these nuances.

How to create a consumer profile: step by step instructions

Step 1. We analyze client profiles in social networks and write out their age, gender and geography.

Starting to draw up a portrait of the consumer, use the information that is in the public domain - the profiles of buyers in social networks. Choose ten best clients from your database and search for them online using their first name, last name or address Email.

Ten in this case is the optimal number for getting an idea about your target group and creating a social portrait of the consumer.

What to do if the company has just opened and the client base is still empty?

Use a little trick: think about who from your personal environment is a potential consumer, and build a portrait based on their profiles. Once you get real customers, you can make adjustments to it.

As a rule, a personal profile contains information about the age and place of residence, which are very important when working on a consumer portrait. Save this data in a separate file.

Step 2. We write out the target groups in which the clients are, and the landing pages to which they are subscribed.

The next information that is of interest for building a consumer portrait is which groups he is a member of and what updates he subscribes to. By choosing community names that intersect with your products, you can reach your buyer directly by placing ads on the pages they regularly view.

Step 3. Ask potential consumers for the names of the three sites they spend the most time on.

Let's move on to the next stage of creating a socio-psychological portrait of the consumer - we find out the resources on the Web on which your customers spend a lot of time.

The purpose of obtaining this data is the same as in step #2 - to limit the placement of advertising materials to the exact sites where your customers are most likely to see it.

Step 4. We write out the field of activity, position and place of work.

No less important information that can be indicated in the client profile, which is necessary when compiling a consumer portrait, is the field of activity, place of work or service, position held.

Step 5. We write down the most frequent questions / problems that he faces.

Scroll through the posts on your client's page to find out what problems they are interested in, what they pay attention to more often, what posts they publish. This will help to form a psychological portrait of the consumer.

Step 6. We draw up a generalized portrait of the client based on the data received.

As a result, as a result of the analysis of all the collected data, you will create a portrait of the modern consumer.

It should include indicators such as gender, age, field of activity, as well as the names of the three thematic sites that he most often visits.

Based on this information, as well as having information about the life problems that concern the client, it is quite possible to get a fairly complete picture of the portrait of the target consumer of your products.

Having this knowledge will simplify many of your business processes, because you will accurately understand what motivates your customer to make a purchase, what type of advertising to use and where to place it, so that your actions will surely lead to the desired result.

Consumer portrait: what it looks like in an example

• Audience for a private family psychologist.

The portrait of the consumer of the services of specialists in the field of psychology looks like this: “Women from 23 to 45 years old, residents big cities addicted practical psychology who are members of similar groups in social networks, have more than three interests, regularly go in for sports, are interested in self-development, personal growth, philosophy, having an average or high level of income.

• Audience for an online store of designer youth clothing.

The portrait of the target consumer of online trade in items from the fashion collections of famous couturiers can be characterized in a completely different way: “Women and men from 19 to 35 years old, living in medium and large cities, actively interested in fashion and its individual areas, having a stable income; university students and others educational institutions, owners of active life position who are fond of one or more sports and take part in various competitions are subscribers of the respective youth groups in social networks.

An example of a portrait of a consumer of services in the field of construction and interior design will be considered in more detail:

1. Age from 30 to 50 years. Typical customers repair work in houses and apartments are in this age range. Of course, there are both younger and more mature customers, but their number is insignificant and does not affect the drawing up of a consumer portrait.
2. Floor. Men - 60%, women - 40%. Taking into account these data, it is possible to formulate advertising messages based on gender gradation: to the male audience of consumers, ads containing more specific facts and exact figures should be addressed, to women - more images designed for positive emotions.
3. Social status. As a rule, this is the middle class and above: such services are ordered by consumers who have the opportunity to pay for them and are too busy to do repairs themselves.
4. Financial situation. The average income of potential clients is from one thousand dollars per family and above. Consumers with lower incomes may be interested in a special offer based on the attraction of credit funds from partner banks or installment payments for repairs made.
5. Family status. 70% of married couples, 30% are bachelors or single women.
6. Education. Higher, secondary special - 90%.
7. Geography of residence. City - 95%. When drawing up a portrait of the consumer, it is desirable to determine the geographic scope as accurately as possible, up to the city districts. This will make it possible to make a point offer new settlers or residents of long-settled microdistricts.
8. Client problems. The consumer is faced with the task of finding a quality performer of work. His need is to get a well-renovated housing at affordable prices in a short time.
9. client fears. The work will be done by workers who do not have a sufficient level of qualification, labor migrants, while the probability of getting a decent quality is close to zero. Building materials can become the object of theft on their part. The repair process will stretch for an unpredictable time.

Portrait of a service consumer from audience for a new tour operator, which plans to sell reservations to premium hotels, offer charter of yachts, small aircraft, transfers in VIP cars, something like this:

• Age. Adults, held, mature people. Adult children of large businessmen, politicians.
• The gender of the consumer does not matter.
• Social status. Singles, couples, families with children.
• income level. Much above average.
• Geography. Residents of capitals, large cities, elite suburban settlements.
• professional industry. Oil and gas industry, banks, politics.
• Call frequency. At least 5 times a year.
• Usage trademark. 1-3 expensive brands, preference for one.
• decision triggers. Expensive website design, convincing offer, loyal pricing policy.

From what sources to take data, making up a portrait of the consumer

The image of the average buyer is drawn based on data about existing customers. Let's highlight some of the most useful sources for creating a socio-demographic portrait of the consumer.

• Google Analytics.

"Google Analytics" provides an opportunity to obtain information about the gender and age characteristics of site visitors, as well as about the most active buyers. These data are necessary when drawing up a portrait of the consumer.

Once logged into your Google Analytics account, open the Reports tab. Choose Audience → Demographics → Age. You will have access to a report on site visits by users of different age categories, as well as information on who makes the most conversions. If you want to receive statistics on sales, you need to set up the ecommerce module or goals.

At the same time, it is worth paying attention to the percentage of conversion and the effectiveness of the visit, based on indicators of age and gender. For example, the most active resource is visited by young men from 25 to 35 years old, and in terms of activity on the site, women from 24 to 65 years old show themselves better. Therefore, the portrait of the consumer will include this particular category.

When building a report, set the time span from six months to a year.

Here, in the "Audience" report, it is possible to get acquainted with the geography, distribution by devices used and preferred browsers (this is useful when organizing a teaser and mobile advertising, as well as for promotion on Vkontakte). For drawing up a portrait of the consumer, this information is of undoubted interest. If we are talking about the Western market, even information about the language is needed (the client can use one of several official languages ​​recognized in the country).

There is a subsection "Interests" in the reports. Here you can get acquainted with the segmentation of consumers by prevailing interests and find out the number of people in the group, as well as their behavior and average income. This is useful for creating a consumer portrait and subsequent advertising in AdWords.

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• "Yandex.Metrika".

In Yandex.Metrica, user reports are also available for viewing, which will be useful when compiling a consumer portrait. For example, it is possible to find out the conversion depending on the size of the city. To do this, you need to log into your Yandex.Metrica account. Click "Reports" → "Standard Reports" → "Visitors" → "Geography".

A report is issued on the geography of users: visits, refusals, browsing depth. Above the table, select "Group".

In the window that appears, select the criterion for segmenting consumers. Find City Size and click Apply.

Then we determine the metrics - the characteristics of the group.

In the metrics window, select one of the goals. Click "Apply" and we can study the report.

• MailChimp.

The MailChimp interface allows you to get useful information for compiling a portrait of the consumer - for example, information about reading letters on various devices of users. To do this, go to the "Lists" tab, select a list of subscribers, then click "Stats" → "Overview".

As a result, we have the following information:

In addition to information on all users, statistics are available for each of them: how many letters were sent to this address, how many of them are open, how active the user was in relation to each letter. This data will not only help to create a portrait of the consumer, but also to study the life cycle.

Using "Wavelength", it's easy to get to know the interests of your customers - to get information about what other mailings they receive. Enter "Wavelength" and click "Connect Your List".

You will need to enter the login and password from the MailChimp account.

We study the list of mailing lists that are popular among our customers and better represent their interests. This contributes to the creation of a more accurate psychological portrait of the consumer and allows you to find intersection points for affiliate cross-promotions.

AT developed countries this tool has long been tested and put into daily practice: one specialist oversees at least ten agreements at the same time, and each mailing is a source of solid income.

This is a Facebook tool that allows you to identify the characteristics of the audience and conduct comparative analysis with user averages social network, can provide invaluable assistance in drawing up a portrait of the consumer. It is available to anyone with a business Facebook account.

In the business account "Facebook" click "Business Manager" and select "Audience".

"Create Audience" → "Custom Audience".

In the new window, select "List of clients".

You then need to sign in to MailChimp using your Facebook business account.

We stop at the list of mailing recipients of interest to us, form an audience.

In the event that the list is quite large, you can simply select a part of the buyers in MailChimp. This will make it possible to find out who is in the database (to whom you addressed your advertising) and who of them is really a consumer (to whom marketing actions should be targeted). If there are no postal addresses, use mobile phone numbers.

One of the most common mistakes marketers make when creating a consumer profile is optimizing for an intermediate action. For example, the most active subscribers will be girls from 18 to 24 years old. If advertising is based on the percentage of subscriptions, then this segment seems to be the most tasty morsel of the audience. However, sales analysis shows that the most active consumers are women over 25 years old, therefore, advertising needs to be corrected taking into account these data. In the "Audiences" section, a list of email addresses from "MailChimp" becomes available for viewing.

In order to study the characteristics of these buyers and compare with the average of all Facebook users, you need to go to Facebook Audience Insights and select Custom Audience.

In the left menu, click "Create an audience" → "Custom audience settings" and select the list loaded from "MailChimp".

We get the following tables:

The rich hue is the characteristics of those who subscribe to the newsletter, and the lighter gray color is the average of the entire Facebook audience.

Here you can also view information important for drawing up a portrait of the consumer about the field of activity and lifestyle of customers, and for residents of the United States, information is available on average income and used car brands.

Of particular interest is the opportunity to get acquainted with the data on which means mass media subscribers regularly read what brand new products they are interested in. This allows the seller to complement the portrait of the consumer with valuable details.

• « SimilarWeb».

This service is designed to analyze several sites, here it is possible to get acquainted with the interests of your consumers and compare sites with a similar level of visits.

We go to SimilarWeb. On the home page website address is required.

We get access to the information we are interested in.

Consumer interests can be seen in the "Audience" section. Resources similar in terms of attendance are “Similar Sites”.

• "In-market segments" by "Google AdWords".

Quite a few useful information to draw up a portrait of the modern consumer, you can extract it from the AdWords advertising account. Here you can check the characteristics of users from remarketing lists.

Open your AdWords account and go to the Shared Library section. Select Audiences.

Now we need to define interesting remarketing list. The "Audience Statistics" block opens. The resulting report has several sections.

For example, the Demographics report looks like this:

If you click on any one audience segment, you can get more detailed information about the group and its comparison with the general AdWords audience. For example, in the "Devices" section, select a segment of subscribers using a computer:

As a result of using all available tools for obtaining information, we create a complete socio-demographic portrait of the consumer:

• age;
• the presence of children;
• life style;
• Work;
• interests;
• automobile;
• place of residence;
• the language of communication;
• operating system and browser installed on his computer;
• the device he is using.

If your trading interests are focused on the Western consumer, when drawing up a portrait, pay attention to the value of the visit, based on the version operating system, and get information from ad delivery systems who can provide targeting by OS version.

As a result of drawing up a portrait of a potential consumer, you have the opportunity to target a narrower audience, use the language they understand in communicating with customers, and maximize the effectiveness of marketing campaigns.