Audience & Psychographics

Understand who buys, why they buy and what holds them back.

Techniques

ID	Name	Sub-techniques	Description
MK-T0201	Ideal Customer Profile (ICP)	4	A description of the customers who are most profitable and easiest to win, built from the best existing customers rather than from a wish list.
MK-T0202	Buyer Personas	4	Role-based profiles of the individual people involved in a purchase, covering goals, pressures and decision criteria.
MK-T0203	Psychographic Profiling	6	Analysis of the values, attitudes, interests and lifestyles that shape buying choices beyond demographics. Psychographics explain why two buyers with identical profiles respond to different messages.
MK-T0204	Jobs-to-be-Done	4	A framework that defines the progress a buyer is trying to make, rather than the product being bought.
MK-T0205	Pain and Motivation Mapping	3	A ranked inventory of the problems that drive buyers to act and the gains they expect.
MK-T0206	Voice-of-Customer Research	4	Direct collection of customer language, used to write copy that sounds like the buyer.
MK-T0207	Behavioral Segmentation	4	Grouping audiences by what they do rather than who they are.
MK-T0208	Buying Committee Mapping	2	Identification of everyone who influences a business purchase and how decisions get made.
MK-T0209	Customer Journey Mapping	4	A stage-by-stage view of how buyers move from first awareness to purchase and beyond.

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