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Audience Insights and Profiles
Beth Skorochod
Female Condom Conference, Durban, South Africa
December 2015
You’ve segmented
your audience.
Now what?
Vivid picture of the
target audience;
their lives and
what they value
More than a
collection of
statistics; allows
audience to come
alive in mind of
marketers
page 3
Audience profile: What is it?
A Name
Demographics: sex, age, education, SES, marital
status, residence, employment
Psychographics: values, attitudes, hopes, fears,
interests, routines
Behavior/product use: interactions with product or
service. Do they use it? How often? When and
where?
Motivators and Barriers to use: What helps and
hinders use or uptake?
Media habits: what are best channels to reach them?
Willingness to pay: what can they afford to pay?
What are they willing to pay?
What’s in an audience profile?
page 4
Opportunity to gain audience insights to inform
marketing
Maria’s story: Lazy mum or Self sacrificing
mother?
Why do an audience profile?
PAGE 5
Age: Early 30s
Education level: 3rd level
Location: working class
urban neighborhood that
lacks many basic services
Occupation: vendor in market
Roles: Mother of 5 (ages 1-
16); spouse; responsible for
family finances and
healthcare
Population size: Estimated
800,000 Marias in capital city
alone and 1 million in 5
largest cities
Behavior: Irregular user of
boiling or chlorine bleach
Behavioral determinants: belief
that neighbors and other families
treat their water; an intention to
use a treatment method
Knowledgeable about cholera and
understands its severity
Media; Mainly radio. Too poor for TV and low literary lessens
effectiveness of printed media
Psychographics: hard worker and
good mother
– Wants a better life for her children
– Life centers around family, even
her work is to benefit family
– Worries constantly about lack of
money and illness crippling her
familypage 6
Maria – Self Sacrificing Mother
Age: 23
Education level: Tertiary
Location: Urban and attends
University
Roles: Single woman with a
steady boyfriend who also dates rich, married men
Behavior: Irregular user of
male condoms with trusted
partners; rare user of female condoms
Educated about HIV but
doesn’t believe she’s at risk
Media: Watches TV often
and reads the daily
newspaper
Likes to be trendy in fashion
and be seen at ‘in’ places
Feels pressure to have multiple partners who provide
money for beauty and fashion
but also basics like rent
Income: M800/month as student stipend
Hopes: Dreams of marrying
her steady boyfriend and
having children and a career after university
page 7
Nthabi – Young, Fun Seeker
PAGE 8
How do I use an audience profile? Cornerstone of all marketing
decisions
Applications for Product, Price,
Place and Promotion
– Female condom Multiple trials
needed: 3 packs
– Learning curve: peer education
and instructions for use in local language
– Need to negotiate use: role play
in peer education
– Pleasure over protection:
branding, packaging to appeal to
sexual pleasure
Thank you.
Skills Building: Audience Profiles
Demographics and some psychographics available
Use Art and Science!
Determine segment based on knowledge you have
Develop a profile. Include:
– Name
– Relevant demographics
– Relevant psychographics
– Possible media channels
– 4 P’s plan (if you’re feeling adventurous)
Take 20 minutes and share back with plenary
Create an Audience Profile in your group
page 11
Total fertility rate of 6.0
HIV prevalence steadily grows from
8% in girls 15-19 to 25% among 20-24
to nearly 40% in 25-29
Sexual transmission of HIV driven by
low condom use in trusted
relationships, widespread multiple
partners, financial insecurity among
women, alcohol use and abuse
FCs distributed on small scale through
government clinics and family planning
association; mainly in urban areas
In the previous year, 2.3% of
consumers used the female condom.
Affordability, perceived ease of use,
and prior use of the male condom are
the strongest predictors of use of the
female condom.
Low literacy and education among women
in general
FCs stigmatized as early efforts targeted
sex workers
Young women want to be independent and
trendy
High knowledge of HIV among urban and
rural women of all ages but many urban
youth don’t see themselves at risk for HIV
Older women concerned about condom
negotiation in trusted relationship
Taboo usage: Many older women in
Botszania are not familiar with their bodies
and are uncomfortable touching
themselves and inserting an FC
Women of all ages perceive FCs as more
expensive than male condomspage 12
Audience Information - Botszania
Thank you!