Uncovering Target Audience Behaviors and Needs

Project Year: 2023

Background

Understanding the work habits, social media usage, and purchasing behaviors of a hardware and software productivity product’s target audience.

Objectives and Research Questions

• Who does our target audience follow online as opinion leaders?
• Who do they trust before buying a new product (people and websites)?
• What social media communities are they most active on and why?
• What work applications do our TA use at work (top 5) and what can they not live without?

Methods

• Survey deployed via Respondent.io
• N = 50, Male: 25, Female: 18, NB: 1, N/A: 6
• Average age: 33.8 (22-57)
• Occupations: Product - 19, Marketing - 8, Owner/Founder - 5

Main Findings

• People still consume national/global news sources often
  • There is a wide variety of people whom participants value the opinion of online
  • People value unbiased, credible sources and like people with specific expertise
• Entertainment and learning are the primary reasons for using social media
  • LinkedIn is the second most used social media platform
• Participants cannot live without Google Suite, Microsoft Office, Zoom, and Slack
• User reviews and friends/family are the main sources of product recommendations
  • People are generally more interested in recommendations from friends and family than from people online
  • More than half of the participants bought a product their friend recommended within the last month
  • Researching products before buying is common