My Target Audience

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This is my research on identifying my target audience

1. Product/Company Description:

  • Company/Product Name: Bose

  • Product Overview: Bose Bluetooth noise cancelling earbuds



2. Target Audience Demographics:

  • Age: 25-40

  • Gender: Primarily men but can be enjoyed by woman

  • Income Level: middle-upper level

  • Education: Students or can be higher

  • Occupation: students or office-workers.

  • Geographical Location: America

3. Target Audience Psychographics:

  • Interests: Music, tech-savvy, workaholic.

  • Lifestyle Choices: working-lifestyle.

  • Values and Attitudes: Focus. Productive, Privacy, Enjoys technology(quality of sound

  • Opinions: Good brand image, Good quality, Comfortable wear, convenience and noise cancelling

            in order to listen to music while focusing on their task.

4. Understanding Consumer Behavior:

  • Needs: Enjoy listen to music and so consumers would seek good quality audio with a noise cancelling feature that's packed in a small case for convenience.

  • Motivations: To get good quality audio while focusing on finishing a certain task

  • Pain Points: stay focus and not get disturbed by noises from outside, able to enjoy music with good quality audio, travel convenience, easy to connect through Bluetooth.


5. Competitor Analysis:

  • Competitor Name: JBL, Apple Airpods, Google Pixel Buds, Anker Soundcore Space, TOZO NC7.

  • Competitor's Target Audience: [Identify the target audience of each competitor]

            - JBL                                          : active lifestyle and enjoy music on the go.
            - Apple Airpods                    : Apple Ecosystem Users (integrate with Apple devices)
            - Google Pixel Buds            : Tech enthusiast who uses Android as it contains small features like                                                                        real-time translation and hands-free Google Assistant.
            - Anker Soundcore Space : Budget-Conscious Consumers as it offer a balance between quality                                                                         and affordability
            - TOZO NC7                             : Noise-cancelling enthusiast and they also use the method of                                                                                         competitive pricing where they offer quality features at a reasonable                                                                       cost

6. Target Audience Persona:

  • Persona Name: Serene Sound Seeker (SSS - shh... - shush/be quiet)

  • Age: 25+

  • Gender: Male

  • Occupation: Having a deadline for work and had to finish the document on their laptop in a Café

  • Interests: Enjoys pure pop energetic music, coffee-lover.

  • Lifestyle: Work-acholic, Structured schedule.

  • Values and Attitudes: easy to adapt and have a positive mindset.

  • Needs and Motivations: Energetic and motivational music to work on their task in order to finish before the submission date.

  • Pain Points: Stomach ache due to lactose on their coffee, having to let out a gas in the middle of the crowd without anyone noticing due to the 'loud' music, which later on turns out to be an embarrassment.


7. Aligning Advertisement with Target Audience: [on progress]

  • Message: Having a good quality audio and noise-cancelling that muffles the outside world in order to focus more.

  • Visuals: Calm tone color, messy outfit for the subject, dark toned color for the product

  • Tone: Relaxed - Energetic - Comedic - embarrassment.

Self Reflection: This part of the project may be one of the hardest things to complete as it took me a long time to search through the elements needed for my target audience. One of the hardest thing to search through was the 'Persona Name' as it's hard to a name for a group that I'm targeting and so I had to pull Thesaurus for word(s) that starts with 'S' that has a meaning of silence, sound, and interest. And so I gathered the 3 words (Serene Sound Seeker) and put them together to the word 'SSS' mimicking the sound of shushing. Total spend on searching that 1 specific group name was about 20 minutes. 
Other difficulties encountered would probably be the psychographics for my target audience, it was hard to me to find the exact personality and needs of my consumers and try to not get mixed up with the 'travel' use for my product as my advert doesn't highlight any travelling advantage or kit used by BOSE - noise cancelling earbuds.

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