Primary Research: Creating Target Profiles (51-60)

I have decided to begin building a profile of my other target market from the research results. I have been able to highlight similarities amongst the responses I have received.

What the results show

• Predominantly drive Saloons 

• Their hobbies are mainly stationary and alone which suggests they enjoy quiet time to themselves opposed to being out in a group dynamic like the younger age group

• Their hobbies are mainly creative and intellectual

• They prefer going with the flow over organisation and structure. They have learnt to take things as they come and realised you cannot plan everything

• They don’t like to upset people and prioritise keeping everyone happy over making it known they are correct

• They are happy in their own company which is supported by their hobbies - proving that they enjoy being by themselves

• They tend to use a balance of logic and emotion when making decisions, however their hearts to have a bigger influence over what they decide

• They still care what others think about them which means they would be more likely to buy products which project a positive self image 

About them...(a more in-depth target market profile)

• Women

• 51-60 years old

• British

• Middle Class

• Good Education, gained qualifications

• Secure career and good salary

• Disposable income

• Well spoken, Hard working, Sense of entitlement

• She has children who are either late teens or have left the home so she can focus more on herself

• She can treat herself more to things she wants

• She likes the finer things in life

• She doesn’t mind spending a little more for better quality

• She gives more thought and consideration into the products she buys, so doesn't mind spending a little bit more if it means its locally sourced or ethically tested. 

• Hobbies tend to be alone, stationary, and intellectual or creative this shows that they enjoy their own company and like to do things by themselves whether it is creative like glass painting or more intellectual like reading.

• She prefers going with the flow over organising her day, she doesn't worry too much over timings and love spontaneous plans with friends

• Doesn't like to upset people and would rather keep the peace than insistently be correct.

• Happy in her own company

• Heart tends to rule over her head, her emotions have a big influence in decisions because she empathises with people

• She cares what others think of her

Design needs to show

• Handmade in the UK - supporting a local business and the use of local products. This would also fit into the ‘luxury’ category by not being available everywhere.

• Packaging should be sturdy and protective of the product inside.

• The USP should be explained on the back.

• The ingredients should be explained so that the audience understand why the product works, what it does, and why its priced slightly higher. It also presents an honest company, by explaining how the ingredients help. It will also reassure and persuade tempted purchasers.

Design needs to reflect

• Confidence

• Tasteful

• Refined

• Classic

• Natural