How To Analyse Your Target Audience (6-Step Formula)

How To Analyse Your Target Audience (6-Step Formula)

When it comes to branding, knowing how to analyze your target audience is one of the first skills you need to master.

After all, no matter what the business you’re branding does, without an audience, it’s irrelevant.

The goal of branding is to shape perceptions.

Those perceptions are in the mind and those minds belong to your audience.

So, let’s dive in and identify the minds that we want to shape.

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How To Identify Target Market

Every brand solves the problem of a want or a need.

Whether you’re selling a soft drink or providing legal advice, the consumer of both of these solutions have something in common.

They have a desire to experience an outcome whether that outcome is refreshment or peace of mind.

When you begin to identify your target market, you need to first ask the question

“What group of people have the greatest desire to acquire the outcome that our solution provides?”

This question is the starting point, which aims to narrow your audience from “everybody” to a specific group of people that represent your target audience.

Using a series of tools, your goal is to narrow and refine until you have a clear picture of who your audience is.

This picture is formed as a detailed outline of a fictional person (or audience persona) who represents that group of people who have the greatest desire to acquire the outcome of your solution.

With an audience persona crafted in the right way, you can develop a communication strategy to resonate with their challenges and pain points.

In order to uncover this fictional person, you need to know how to analyse your target audience.

So let’s dive in.

Step #1 
Define Target Market Demographics

Begin by categorizing your audience based on their circumstances with demographics.

Demographics are the first, most basic tool you use when defining your target audience.

The more you know about your audiences’ circumstances, the more effectively you can target them or communicate with them through your marketing efforts.

Your demographics include (but certainly aren’t limited to)






Marital Status




Although many of these characteristics will have little relevance, they all work together to paint a detailed picture, which becomes very influential when developing a communication strategy.

If you don’t have any of this information readily available, social media provides a treasure trove of information you can hack.

The engagement on your competitors social pages will provide you with the profiles of the exact people you’re targeting where you can find as much demographic information as you need.

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Step #2
Uncover Target Market Psychographics

Psychographic analysis is a little more challenging as the information you base your analysis on is quite subjective when compared to the stat based demographics.

By analyzing your audiences’ psychographics you get a window into their personality including their behaviours, attitudes, opinions and preferences.

This is where you really start to get a feel for the “who” behind your audience as these are the behavioural human characteristics that shape us all as individuals.

After identifying audience profiles through demographics, you can then dive into their likes, preferences and behaviours by analyzing preferences such as:








Political views




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