Today’s Research Brief has a worthwhile story about the different ways people approach an online search: For answers, education or inspiration. Click here to see the story.
Implications: It’s worthy to note that the different search preferences might not just belong to three different types of people; they could all apply to any one person depending on whether they are looking for a solution at work, entertainment at home, or a price quote at some store in between.
Likewise, when thinking about your target consumer, you might interact with a wide variety of needs, depending on the purchasing circumstance. For example, a restaurant patron wants an entirely different ambiance for a business lunch than they might want later in the week during “date night.” Someone might shop for a personal-use commuter car using different criteria than when that same consumer is shopping for a first vehicle for their teenage son or daughter.
That’s why knowing your customer is not enough. It’s important to break your target consumers into sub-targets and target segments, and then understand the different benefits being sought, depending on either what they’re shopping for, when they’re shopping, or both.