Speak a Language Your Audience Will Understand
Without market research there is no focus. Without focus there is nothing.
- In-depth market analysis to identify your target market
- Detailed research lays the groundwork for an appealing, converting site
- Understanding your target audience helps us create and structure content that stands out
- Thoughtful web design can streamline the internal processes of a business
TARGET MARKET RESEARCH AND ANALYSIS CASE STUDIES
In a fast-changing field like marketing, the maxim “know your audience” has proven remarkably resilient. Today, market analysis helps us give valuable direction to our web design and digital marketing projects, just as it helped guide the work of Madison Avenue agencies for generations.
As a valuable source of real estate information for both the public and industry professionals, Reco needed its website to have broad appeal. Even under the umbrella of ‘public’ there exist huge variations in level of knowledge of real estate and technology. Understanding this diversity was central to the site’s ability to connect with users of all types and backgrounds. Target market research highlights for this project:
- Study of two major audiences (public and professionals) and all potential reasons for using the Reco site
- Review of current website and related online resources
- Analysis of different expectations and goals of homebuyers and sellers
This elegant facility for cosmetic procedures and rejuvenation caters to a high-end clientele, and its website had to follow suit. Research and analysis helped produce a website that embodies the chic look and feel of the downtown Toronto facility. Target market research highlights for this project:
- Review of client’s current site as well as competing sites
- Analysis of clientele demographics, including level of income and tech savvy
- Review of facility features and aesthetic
- Discussion of client’s goals for future growth and how to accommodate
WHY IS IT IMPORTANT KNOW YOUR AUDIENCE?
In website design, it’s tempting to impose your personal preferences on the creative process. Everyone has at least some sense of what they find visually appealing and this bias can, consciously or unconsciously, threaten the entire project. But by understanding your audience—the people your business currently attracts and the people you’d like to attract—we can understand what will appeal to them and what it will take to bring them to act, whether that means filling out an online inquiry form to learn more, purchasing a product directly from your website or simply taking down a phone number.
It’s also tempting to try to please everyone, also known as spreading yourself too thin. This ambitious but doomed pursuit usually results in a product that pleases no one, and ultimately creates the impression of an identity crisis. With proper website planning we help you avoid this common trap, first by identifying a target audience, then by creating something that will speak to it.
HOW DO YOU IDENTIFY A TARGET MARKET?
Although your current customer base probably doesn’t fit neatly into a box, you can uncover certain trends and themes simply by observing. The online world shares many similarities with the physical: certain segments of society may visit you often but it doesn’t necessarily mean they’re the ones spending more money or interacting more deeply with your business.
Essentially it breaks down to a question of quantity and quality: do you really want to invest money in attracting users who will come and go without acting, or do you want to speak directly to those who are more likely to complete their visit with some sort of action? Even if the total number of people in the second crowd may be smaller, your business stands to gain from this more measured approach.
Through quantitative and qualitative research—looking at both objective data and individual experiences—we bring focus to the entire web design project. We consider points such as age, income level, comfort with technology, geography, gender, education and more, all to draw a clearer picture of your target market. We also use analytics tools to see the source of traffic on your current site, trying to identify where visitors have been in order to better understand where they’d like to go.
HOW DO YOU APPEAL TO YOUR CURRENT TARGET MARKET OR ATTRACT A NEW ONE?
It may also be that your current market doesn’t match your desired or target market—maybe you’d like to boost your appeal to women, or you’d like to cater to a higher wage bracket. In this case it’s helpful to view things from the user’s perspective, considering elements such as wording, voice, colour schemes, imagery, functionality, calls to action and conversion tools, to name a few.
We also review competing websites, which helps us understand how others are dealing with this challenge and then consider their approach within the context of their success. This process also highlights ways to differentiate you from the competition, as well as to find an untapped market or to capture a greater share of the target market.
Connecting with a web user is no simple task. It requires a calculated approach from the very beginning, first by recognizing the Who, then by figuring out the How. Target market research produces the details we need before anything else can fall into place. We consider the entire assortment of tools at our disposal and carefully select those that help define your website’s identity, and help speak to your ideal audience.