Once you’ve gathered basic demographic data, it’s time to move on to more interesting stuff.
Find psychographic data
A lot of marketers skip psychographic research because it’s hard (I used to be guilty of this myself.)
Don’t skip it!
Psychographic data IS harder to get than demographic data, but it’s also way more interesting and actionable.
It includes things like interests, opinions, desires, goals, and values.
This is the stuff that truly sets one group of people apart from the rest of the population.
Your content strategy will be 10x more powerful if you do this.
In our experience, the best way to gather psychographic data is to talk directly with your ideal customer.
If you already have customers, reach out to them and schedule a phone interview.
If you don’t have customers yet, the next best thing is to find people who you think will match your future customers and talk to them instead.
Before the interview, prepare an interview script that goes over their pain points, their goals, why they were looking for a product/service like yours, how your product/service is helping them achieve their goals.
During the interview, remember:
- Make the interview about them, not about your product
- Don’t try to sell anything to them, just try to learn as much as you can
- Let them do most of the talking while you take notes
As a rule of thumb, you should stop interviewing once you can tell what an interviewee will say before they give you a complete answer—this will happen sooner than you think.
Build your target personas
Once you’ve gathered demographic and psychographic data about your customers, it’s time to build your target personas.
When you analyze the data, you’ll naturally notice trends and similarities between certain groups of people in your sample.
These common factors will help you define your target personas.
For example, when we did customer persona research at ClickMinded, we noticed three major groups of people, which we classified as:
- Agency owners: People who offer digital marketing as a service to their clients and use ClickMinded as a training tool for staff
- Entrepreneurs: People who want to learn digital marketing to grow their own business
- In-house marketers: People who belong to a company’s in-house marketing team and want to improve their skills
These ended up becoming our target personas (along with more detailed descriptions, of course.)
Protip: Don’t create more than 3 target personas if this is your first time doing it!
Once you’ve figured out who your target personas are going to be, use one of the many templates available online, like this one from Hubspot, to organize all the information.