Universe of Study

Define the group of people who will be the focus of a market research study.

Steps
9
Last edited
Mar 8, 2022
Created by
Nova

The process in detail

9 steps
  1. 1

    Define your audience | Sex

  2. 2

    Define your audience | Age

  3. 3

    Define your audience | Environment

  4. 4

    Define your audience | Knowledge

  5. 5

    Define your audience | Education

  6. 6

    Define your audience | Differentiator

  7. 7

    Split target into groups

  8. 8

    Create research hypothesis

  9. 9

    Write down your final audience definition

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1. Define your audience | Sex

Would the sex of the audience matter or change how they behave? think? Or what they do? If yes, keep this in mind when creating groups.

Choose one
  • Yes
  • No
2. Define your audience | Age

Would the age matter or change how they behave? think? Or what they do? If yes, keep this in mind creating groups.

Choose one
  • Yes
  • No
3. Define your audience | Environment

Would the city or type of environment (city, small town, farmland, etc )matter or change how they behave? think? Or what they do? If yes, keep this in mind creating groups.

Choose one
  • Yes
  • No
4. Define your audience | Knowledge

Would their level of knowledge about the topic change how they behave? think? Or what they do? If yes, keep this in mind creating groups.

Choose one
  • Yes
  • No
5. Define your audience | Education

Would their level of education or job title change how they behave? think? Or what they do? If yes, keep this in mind creating groups.

Choose one
  • Yes
  • No
6. Define your audience | Differentiator

What is the differentiator? What about their life style makes this target market the perfect group for you to study?

Choose one
  • Hobbies
  • Culture
  • Life situation
7. Split target into groups

Next, split your target audience into groups, and create a table like the one below. In this step, you may want to discuss how the group should be broken up into logical segments. When conducting in-person interviews, a good range per group is 3 to 10 people per segment/characteristics. In this case, we need 45 people.

Work on the whiteboardTarget
8. Create research hypothesis

Create your research hypothesis and prepare to use a research technique for your study. Choose the appropriate technique by asking yourself the following question: Can I find this information online and will it be relevant, specific, and updated? If yes, please use our secondary market research techniques, such as Secondary Research or Personas. If the answer is no, you may consider using one of the following techniques: Collage, Card Sort, Dialogue Research.

NOTE: Make sure to be sensitive to gender, race, and other taboo topics when interviewing. Some communities are not comfortable sharing their feelings or thoughts with certain other groups or in general. If you are creating a group interview make sure you understand the dynamics before deciding on a format.

Write a note
9. Write down your final audience definition

Canadian women and men living in metropolitan areas, currently working - 25 to 50 years old, who may or may not drink beer’. What else should you include: The number of people you need to interview keeping in mind all the different groups. Next steps: Reach out to members of each group to invite them to participate in your study! Use one of our research tools to manage and guide your research session.

Write a note
Target
  • Important factors for your research: Age, characteristics, etc
  • You will ususally need 2 or 5 per group and category.
  • Characteristic 1
  • Ex: Tea drinkers - Drink tea 2 times a day or more
  • Characteristic 2
  • Type here
  • 2
  • 2
  • 1
  • 1
  • Type here
  • Type here
  • Type here
  • Type here
  • Group 1
  • XX
  • XX
  • XX
  • XX
  • Type here
  • Group 2
  • XX
  • XX
  • XX
  • XX
  • Type here
  • TOTAL
  • TOTAL
  • TOTAL
  • TOTAL
  • XX
  • XX
  • XX
  • XX
  • Split your target into groups, and create a table like the one below. In this step, you may want to discuss how the group should be broken up into logical segments. When conducting in-person interviews, a good range per group is 3 to 10 people per segment/characteristics. In this case, we need 45 people.
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Created byNova·Official process
Last edited Mar 8, 2022·9 steps