Target Audience Profiling Questionnaire
Top five company goals
[List your company’s top five goals in order of importance to your company.]
BUSINESS PURPOSE
[List your business purposes; there may be several. Example: Our business purposes include providing educational toys to children under the age of five and solutions for children with special needs.]
PRODUCT APPROPRIATENESS
Questions
1 [List questions that help you determine your product’s or service’s appropriateness for your intended audience.
Example questions: What age group buys our product? What is the income level of our target customers?]
PRIMARY CUSTOMERS
Questions
[List questions that help you determine who your primary customers are. Think about who is most likely to purchase your product.
Example questions: Where do our customers live? Under what circumstances do our customers purchase our product?]
PURCHASE FREQUENCY
Questions
[List questions that help you determine how frequently your customers purchase your product or service. You can also include questions that help you determine if customers purchase your product seasonally.
Example questions: How often do customers buy our product? Do customers buy our product during a particular time of the year?]
PRODUCT PERCEPTION
Questions
[List questions that help you determine how you want customers to perceive your product or service.
Example questions: How is our product unique? Is our product environmentally safe?]
PRIMARY MESSAGE
Primary Message(s)
[List the primary message(s) that you want your customers to hear. Consider what political, religious, moral, or ethical messages you are sending out by marketing your product.
Example messages: Our company cares about the environment. Our company provides senior citizens with quality care.]
MOTIVATION
Questions
[List questions that can help you determine the motivation of customers who purchase your product or service. For example, your customer might need to have a clean kitchen floor.
Example questions: Does our customer need this item for work? Does our customer want to increase his or her quality of life?]
DIFFERENTIATION
Questions
[List questions that help you determine how your product or service differs from that of your competition in the market.
Example questions: Why is our product a better choice for the customer than our competition’s product? What makes our product a better value?]
COMPETITOR ADVANTAGE AND DISADVANTAGE
[In the following table, list the advantages and disadvantages that you feel your competitor and your competitor’s product or service have in comparison with your company and your product or service.]
Competitor’s advantages Competitor’s disadvantages
[Competitor has been in business for 50 years.]
[Competitor’s product comes only in green.]
PRODUCT PRICING
Questions
[List questions that can help you price your product.
Example questions: What is the income bracket of our customer? What is the education level of our customer?]
PRODUCT MARKETING
Questions
[List questions that can help you determine how your customers find out about your product or service.
Example questions: Do our customers have access to the Internet? Do our customers read the newspaper regularly?]
PRODUCT AVAILABILITY
Questions
[List questions that encourage you to think about how and where your customers obtain your product or service.
Example questions: Is our product available at local retail stores? Can our customers order our product over the phone or the Internet?]
