[thelist] Client doesn't know his audience

michael ensor edc at wnc.quik.co.nz
Tue Aug 5 16:30:34 CDT 2003


bit too general probably, but a place to start.........
----- Original Message -----
From: "Janet Green" <JGreen at desmoinesmetro.com>
To: <thelist at lists.evolt.org>
Sent: Wednesday, August 06, 2003 8:42 AM
Subject: RE: [thelist] Client doesn't know his audience

: >>> But it slightly misses the point. That's identifying different
audiences. But it doesn't profile
: any one of them. <<<
: Fair enough, sorry! I do think that once you've really narrowed down your
audience, though, you'll be able to out on the web and do searches for
things like "consumer behavior," "web usage trends," etc. and other relevant
marketing phrases to what that audience is doing and responding to on the
web. I guess I'd have to actually do some searches to have a really useful
answer here.
: >>>How do you choose the people you want to test your site if you don't
have a profile of the audience? ... we still don't know whether we want the
site to be pink or blue, whether we need Flash or not (not, obviously (joke)
<ducks>). I guess I'm talking about graphic design, look/feel kinda
: Regarding user testing, it's quite possible that once you get the client
talking about his customer, you'll be able to narrow them down pretty
tightly. They may be 50+ blue collar males, who all happen to be repair
techs for the client's company and who need regular access to their
mechanical spec sheets -- that means, you know who they are and what they're
looking for online, and you can then get some of them together in a room and
show them the site to see what they like/dislike.
: There must be resources out there on the web - color psychology, etc. -
that tell us what palettes to *start with* (for example, probably NOT hot
pink/bright orange for the 50+ male audience...)  - also look at your
client's company colors, look at other sites and marketing pieces aimed at
the same audience... I would say do some research along those lines then
start with something and gauge the reaction of your test group.
: Sometimes it IS enough to just take some guesses - especially if you are
personally anywhere NEAR the demographic yourself. But this is where testing
really comes in handy, because if someone in your target group says that
color scheme really turns them off, you can change it pronto. But - it never
hurts to have some research to back it all up. Where to find the research?
It's gotta be out there - the pubs I mentioned in my other post (American
Demographics, Consumer Insight, etc.), Googling for marketing/consumer
phrases, etc. - now I'm going in circles, and I'm curious so I'm headed over
to Google.
: J.
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