qualitative - they are used to formulate hypotheses;

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Analyzing your own customers is a “must have” for business, that is, basic and most necessary information for work. However, this approach has a downside - you will find out who is already buying from you, but will not get an idea of ​​where to look for new customers. To understand what other segments may be interested in your product, you need to study the market and competitors.


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Information about competitors' audiences
Competitive intelligence is an important part of your marketing department's job. Here's what you can do to find out what audience other companies are focusing on:

Study the competitor's website. Of course, you won't have direct access to statistics, but professional companies usually indicate who they are targeting and why the product is suitable for this particular segment.
You can get additional information about a competitor's website using a special service, for example, SimilarWeb . The free version provides data on the size and geography of traffic, and the paid version provides a detailed description of where customers come from. There is a 7-day trial period - you will have time to conduct an analysis and find out everything you need.

Analyze social networks. Here you can determine who is subscribed to the brand page, what they are interested in and what questions they ask. Go to the account of each group member, find out their gender, age and interests. This can also be done by a program for parsing the audience.
Study the advertising. As a rule, from commercials and layouts it is clear what target audience the brand is targeting and what unique selling proposition ( USP ) it offers to each segment.
Pretend to be a client. This is the most effective way to get information about a competitor. Call or come to the company's office as a client and discuss a future deal. Ask questions about the product's benefits and find the "pitfalls". Pay attention to sales scripts and service level.
After studying your competitors, you will likely have new ideas about which market segments your product has not yet reached.

Studying audience members
If the data from the previous points is not enough to analyze your target audience, the vietnam phone number list marketing department can conduct a custom study . This is the most expensive way to obtain information, but also the most effective, since it will be “tailored” to the needs of a specific business.

The format of the research will depend on what exactly you want to find out. Large brands most often use a comprehensive approach and conduct two types of research:

quantitative - determine their viability, confirm or refute them.
An example of qualitative research is focus groups or in-depth interviews. Quantitative research includes various surveys - online or offline.

In practice, it looks like this: for example, a cleaning company holds a focus group with women and finds out what services they might be interested in. As a result of the work, the following set of segments and products is obtained:

Busy business ladies. For them, precision and regularity are important - cleaning three times a week according to the schedule. The price is not very significant.
Mothers with children. This requires flexibility and a comprehensive approach - cleaning the entire apartment "turnkey", including such items as washing and disinfection. The service is in demand, including on weekends, when the whole family has gone to a shopping center or park.
Economy option. Young women, possibly without a family. Usually do everything themselves, but can invite a cleaning service for a major "spring" cleaning, for example, to wash windows and clean carpets. The issue of price is a priority.
Once the ideas are formulated, you need to survey several hundred potential clients and find out how interested they are in each of the services. If the segment is capacious, you can start working with it.