Develop audience profiles

Once your primary audience and subgroups have been defined, the next step is creating audience profiles to bring your audience to life.

An audience profile is a brief paragraph that represents your imagined audience member. Aim to create an audience profile for at least two people. If parents and caregivers represent your primary audience, you should create an audience profile of an imagined mother and another of a father. You may consider creating additional profiles to fit the needs of your campaign.

While the information compiled in the profiles will represent a broad generalisation, each audience profile should consider the following factors so that everyone involved in the campaign can learn about primary audience members. It is also helpful to name the person represented in each profile and, if possible, attach an image so that there is a clear visual identity. 

1. Characteristics and demographics: Consider including gender, age, education, socioeconomic status, occupation, location for e.g., urban, semi-urban, rural; and hobbies/leisure activities, goals, family size and more. Perhaps include information about how the individual spends their time and who they interact with.
2. Media consumption: Consider including both the types of media exposure and favourite programming.
3. Behavioural determinants: Consider including information about the individual’s knowledge, skills, beliefs, social norms, emotions, personal values and more – especially as related to infant and young child feeding (IYCF) practices. Also consider including how they access food for their family.

Developing audience profiles will help you to begin to uncover, understand and explain the challenges that the audience faces in changing IYCF behaviours. This information will shape campaign messages to promote engagement, relevance and reach.

An sample audience profile is available to give you inspiration.

Objective: Develop audience profiles for two key members of the primary audience for your campaign.