On a misty morning in Delhi, Apoorva, head of operations at a market research agency, faced a familiar challenge: understanding the target audience.
Her client, a global oil and lubricant company launching a new product, tasked her with uncovering the real drivers behind consumer decisions in the diverse and fast-changing Asian market.
The client approached several research agencies for the study but received similar response from all:
“We can deliver any audience—we’ll just target the general population (genpop). Out of 10,000, maybe 10 will show interest in your new lubricant oil”
The client wanted more than basic demographics—they sought to understand the deeper motivations, cultural nuances, and unspoken needs that would allow them to truly resonate with their audience.
Apoorva was no stranger to the nuances of consumer behaviour, so when the client reached out to her with same problem, she knew this time the stakes were higher.
“Start wide, and then narrow down,” she reminded her team.
They began by analyzing data on lubricant usage across India, China, Indonesia, and South Korea, covering vehicle types, engine specs, and brand preferences. When this proved insufficient, Apoorva’s team turned to primary research through interviews and focus groups, exploring when and why consumers chose specific lubricants.
Team implemented mixed methodologies: offline recruitment and online IDIs combined with few focus group discussions where they marketed the product features to respondents.
A month later, the campaign exceeded expectations across all segments. The product gained traction, and the company was praised for its thoughtful communication.
Apoorva looked at the glowing client feedback with satisfaction. This wasn’t just about selling a product but about creating a connection and making each message resonate with the audience.
The Lesson: Knowing Your Audience
Apoorva’s story underscores a vital truth in market research: it’s not enough to know who your audience is. You must know how to find them and how to speak their language.
Takeaway Tips for Targeting Accurately:
- Align your research goals with your audience profile
Clearly define the study’s goal, like understanding consumer behaviour or testing a product, and ensure it aligns with an audience that can provide relevant insights - Be clear on recruitment methodology:
Understand your target audience’s complexity and choose the right recruitment method:
Online: For specific demographics and behaviours.
Offline (F2F or calls): For complex quotas and niche audiences.
- Use Local Experts for Regional Accuracy
Leverage local experts for cultural insights, increasing the chances of reaching the right audience. They know their people better than you do ! - Prepare accurate screener:
Design screener to filter participants and ensure they meet your criteria. Ask questions related to demographics, behaviours, or attitudes that align with your study
- Monitor and Adapt in Real Time
Adjust your recruitment strategy as data comes in by refining screening or targeting new channels.
Apoorva’s story may have ended successfully, but the journey of understanding your audience is ongoing. Because when you find that needle in the haystack, every marketing message turns into a conversation, every product launch into a relationship, and every sale into a story worth telling.
Connect with us to know more about how we are helping clients in finding correct audience: sales@resinnov.com