Audience Profiling (Digital)

Great products start with a deep understanding of the people you’re building them for. You can leverage Highlight to build a rich, data-driven picture of your ideal or actual consumer — covering who they are, what drives their decisions, and where to find and engage them. Using a quantitative evaluation with a mix of demographic, psychographic, attitudinal, and behavioral questions, teams walk away with the clarity they need to target, position, and innovate with confidence.

Key Questions Addressed

• What type of consumer is most interested in my product idea?
• Where can I find / engage with these consumers?
• What motivates these types of consumers when it comes to choosing products in my category?
• Where are the opportunities to win over these consumers? What are their unmet needs in this space?

Common Outcomes

• Target / ideal audience identification
• Audience persona development
• Audience opportunity sizing on key metrics (overall size x price sensitivity x value alignment etc.)

Methodology Guide

Quick Hits

• Quantitative
• N=200
• ~1-2 weeks turnaround (no product sent)

Typical audience: category purchasers or Gen Pop (depending on the market size for this potential product)

Recommended Inputs:

In the context of your product category…

Current Consumption / Usage

• Frequency
• Occasions
• Locations

Motivations / Needs / Barriers

• Must have vs. nice to have
• Motivations for buying
• Barriers to buying
• Need satisfaction

Behaviors & Attitudes

• Attribute Importance
• Channel Mix
• Store Mix
• Willingness to Pay

Brand Familiarity

• Brand Familiarity / Purchase

Lifestyle & Psychographics

• Custom lifestyle and psychographic questions relevant to your category

Idea Evaluation (if relevant)

• Appeal
• Purchase Likelihood
• Meet Needs

+ Can add from any of our available / recommended questions and/or write your own

Stimuli: no physical product required — survey-based study (no product sent)

Standard Outputs

• Scorecard of metrics included in your survey + statistical significance testing
• Summary of key themes that emerge from open-ended questions
• Data visualization for all survey questions
• Crosstabs with customizable banners + statistical significance testing

Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!

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