LOOYS / TARGET AUDIENCE
Analyze the targetaudience foryour business
- Discover what your customers need and how to deliver it
- Understand what prevents customers from buying
- Reduce spending on product promotion
- Increase sales and the frequency of repeat purchases
AUDIENCE / INSIGHTSYour audience.
In focus.
01
Who buys
Age, family, interests
02
Why they choose
Needs and motivation
03
How they decide
Criteria and barriers
Needs and motivationTriggers and barriersSegments and profiles
AUDIENCE RESEARCH / LOOYSUnderstand people.
Understand people.
Strengthen your offer.
Explore who needs your product, why they choose it and what prevents a purchase. We build audience profiles and segments, examine decision journeys and turn findings into recommendations for product, marketing and sales.
- Research coverage
- Russia, Armenia, CIS, USA and Europe
- Research formats
- Focus groups · in-depth interviews
- Timing and price
- About 30 days · from $3,090Explore the packages
For launching a product, improving an existing business or entering new markets.
01 / YOUR CHALLENGE
Still unsure who needs your product?
If you are:
- Bringing a new product to market;
- Seeing disappointing results in your current business;
- Planning to scale or enter a new market.
Audience research helps you move towards these goals
We will answer:
Which needs and tasks does the audience address with the product?
Which of these needs are competitors still failing to meet?
What is the audience actually willing to pay for?
Which criteria do customers use to choose a product?
How does the decision journey unfold, step by step? And more.
02 / THE METHOD
Why understand your audience?
Target audience research underpins business effectiveness.
Entrepreneurs are often not objective about their own products. They may see an offer as universal and therefore useful to everyone. Choosing promotional channels on the assumption that greater reach means more buyers rarely produces the expected results. Large budgets go towards showing advertising to people who will never become customers. Those resources could instead be directed towards the people who find your offer relevant, important and useful.
Marketing audience research examines who needs a product or service and why. It helps build a profile of a business’s audience and shape a personalized sales funnel around it.
03 / BLIND SPOTS01
02
03
04
Why do businesses misunderstand their audience?
01They fall in love with the product
Entrepreneurs and product owners can become so invested in an idea that they focus entirely on development and only later consider who will buy it and how to sell it. After launch, they may discover that there is no market for it: the product does not solve an audience problem.
02They assume the product is for everyone
This often happens with everyday consumer products. For example, a business may assume that everyone drinks coffee: women and men aged 20 to 60. Such broad targeting overlooks the need to segment. Pregnant customers, for instance, may want decaffeinated coffee that the brand does not offer. Advertising the existing product to them wastes resources.
03They define the audience too narrowly
While developing a product, a team may focus on a very specific kind of person who seems certain to buy. They picture the person’s age, occupation, interests and usual locations in detail. The profile may even be accurate, but so narrow that there are too few people to sustain sales. The business then needs to find additional audiences or fundamentally change the product.
04They do not segment the audience
Focusing on shared characteristics overlooks important differences. Women attending a fitness club, for example, may want to lose weight, build muscle, socialize or relax in the spa. Although they share some characteristics, they need different advertising messages and sales conversations.
04 / FROM QUESTION TO ANSWER
How do we analyze your audience?
Goals and strategy
Define research goals and questions. We meet with your team and build a target audience research strategy.
Quotas and screening
Set respondent quotas and create a screener: questions that filter out people who do not match the required groups.
Guide and pilot
Develop the research guide: the questions and planned interview flow. We test it with 1–2 respondents and refine it before the main study.
Recruitment and incentives
Recruit and motivate respondents. Incentives can be financial or a benefit from the company, such as a discount or an additional service.
Interviews and transcription
Conduct and transcribe interviews. An in-depth interview usually takes one hour; complex B2B interviews can take up to 90 minutes. Every interview is converted to text.
Analysis and profiles
Project analysts read every interview, identify connections and differences, and build a target audience profile.
Report and strategy session
The team prepares the report and presents the findings in a strategy session. The session is recorded so you can revisit it or share it with new team members.
05 / B2B & B2C
Who makes up a target audience?
In B2C, it is the people who may be interested in your product.
In B2B, it is the companies or other organizations that need your product.
Different criteria are used to build audience profiles in these markets.
B2B audiences
- Company size and headcount
- Industry
- Procurement policy
- Company development stage
- Process characteristics
- Organizational structure and more.
B2C audiences
- Age
- Gender
- Marital status and children
- Occupation and income
- Location
- Interests and more.
06 / LOOYS01 02 03
Why choose Looys?
We know the method
We have worked with this method since 2020 and have refined the process through experience. Our research gives clients decisions and direction rather than simply more questions.
We handle the details
You do not need to write the discussion guide or find respondents yourself. Professional moderators and access to multiple participant sources help us recruit the right people.
End-to-end delivery
We carry out the research and manage the team. A dedicated project manager coordinates delivery and keeps you informed throughout the study.
07 / SCOPE AND PRICINGTwo ways to hear
Two ways to hear
your audience.
We select the format around your product, segments and research questions. Both packages include recruitment, analysis and recommendations for your team.
Research through focus groups
Approximately 30 daysfrom $3,090
What is included:
- Transcription: converting focus group recordings into text
- Analysis of the collected data
- Final report and recommendations
- A strategy session with your team
- Participant recruitment: finding suitable respondents, arranging the format, time and participation, and checking their details against screening criteria
- Participant incentives
- Moderator fees
Research through in-depth interviews
Approximately 30 daysfrom $3,090
What is included:
- Transcription: converting interview recordings into text
- Analysis of the collected data
- Final report and recommendations
- A strategy session with your team
- Participant recruitment: finding suitable respondents, arranging the format, time and participation, and checking their details against screening criteria
- Participant incentives
- Interviewer fees
NEXT STEPSCommon next steps
Common next steps
after audience research:
Brand platform development
Define your company’s core meaning: its mission, positioning and values. The elements that distinguish you from other businesses.
Discuss your needsCompetitive intelligence
Explore competitor strategies to strengthen your market position: advertising budgets, activities, promotions, special offers, price monitoring and more.
Marketing strategy development
Build your marketing approach: company positioning, brand communication channels, a development strategy for each channel, budget planning and objectives.
Discuss your needsFAQ
Questions about audience analysis
What does target audience analysis reveal?
Who buys a product, the needs and tasks it addresses, what people will pay for, how they choose and what prevents a purchase.
When should we commission research?
Before launching a product, when an existing business is underperforming, or before scaling and entering a new market.
Do you research B2B and B2C audiences?
Yes. For B2C we study buyers and their needs; for B2B we examine companies, decision participants and procurement processes. Profile criteria depend on the research goal.
Which methods do you use?
Focus groups and in-depth interviews. Before fieldwork we agree on goals, quotas, a screener and a research guide. Interviews usually take an hour, or up to 90 minutes in complex B2B studies.
What will our team receive?
Transcripts, analysis, audience profiles, a final report and recommendations. We present the findings in a strategy session that is recorded for future reference and new team members.
How much does it cost and how long does it take?
Both packages start from $3,090 and take approximately 30 days. We agree on final scope, timing and budget around your research goals.
LET’S DISCUSS YOUR CHALLENGEYour customers
Your customers
hold the answers.
Tell us about your product. We will select a research format and the questions that can help your business grow.