Target audience analysis: Understanding demographics, interests, and more

This program is designed to help learners deeply understand their target audience and avoid the most common marketing mistake: failing to properly identify their customers. It begins with an alarming fact – 90% of marketers fail because they don't truly know their audience. A case study from Spotify, which reached over 500 million global users by accurately analyzing gender and age, demonstrates the power of correct targeting. Conversely, incorrect targeting causes brands to waste up to 37% of their marketing budget. The course introduces a 4-pillar analysis framework: Demographics (age, gender, location, income, education); Psychographics (interests, values, lifestyle, pain points); Behavior (shopping habits, media channels, loyalty, decision-making); and Technographics (devices, platforms, digital behavior). This is the foundation for painting a comprehensive picture of the customer. Through real-world case studies such as Apple, the elderly market in Japan, and the global Hallyu wave, learners will understand how major brands adjust their strategies according to demographics, culture, and emotions. Practical workshops will guide mapping demographics, building detailed personas, and utilizing tools such as Google Analytics, Facebook Insights, and Social Listening. By the end of the program, learners will understand that demographics are just the tip of the iceberg – true success comes from combining quantitative data with psychological, behavioral, and cultural context analysis to connect with the right people at the right time.