Consumer profiles are incredibly important documents for marketing professionals, website designers, or any other communication expert looking to effectively communicate to the appropriate audiences. Consumer profiles help you communicate the appropriate voice, tone, style, and perspective to your target demographic.
Click on the image below to read about the five steps to creating an effective consumer profile.
How to Create a Consumer Profile
- Step 1: Identify Scope of Messaging
Determine what your company or organization needs to communicate, to whom, and why. Are you trying to create web content that will appeal to a particular demographic? Are you promoting a new product or service? Are you trying to reach an audience that hasn’t been visiting your business as much as you would like? It’s critical you know why you are communicating before you can identify the characteristics of your audience.
- Research Target Market
Recognize who your potential audience(s) is/are based on the scope you just identified. Research this audience to learn the following information, which will help you to know how they think, feel, behave, and react:Demographics
(age, sex, income, nationality, religion, etc..)Geographics
(attitudes, aspirations, and values)Behavioristics
(habits, patterns, ways of behaving)
- Create a Realistic Persona
Using the information you gathered from your target market analysis in step two, determine what a typical person in this description would look like. Create a realistic (albeit not real) sketch of a person that falls into your audience. Determine age, race, and style, then find a photo of a person that is representative of that group. Give the photo a realistic name. The goal here is to develop a very realistic person that you can imagine communicating to.
- Map Out Important Characteristics
Develop features of your newly created persona that bring the person to life. Determine their personality traits and life experiences. Create realistic quotes and scenarios from their life. Determine what motivates them; to purchase or act; what discourages them from purchasing or acting; what their fears are; what they value; and so forth. There is not just one right way to do this, but be as thorough and descriptive as possible, while keeping the profile to a single page.
- Design and Display Profile
Design a one-page profile that will be accessible to your team. Often, companies will have several consumer profiles that hit on different types of people within their target market. Use the profile when making decisions about marketing collateral, website content, social media posts, and so forth. Imagine you are talking directly to the person you identified as representative of your audience.