One of the best ways to define a target group for a branded utility is by using a verb. That simple. How?
Well, the traditional top-down demographic definitions like age, income, “rurality”, children, education, car etc. don’t really give any inclusive or exclusive understanding of who we are trying to talk to.
But if we identify the one thing we want them to do, the verb, we can start building our target from the ground up. Motivation, anticipation, aspiration, desire etc. . Including everyone who can be interested in doing what we want them to do. And excluding everyone else.
Concentrate on the verb, and build your targets from the ground up
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