Audience Insights
Our insights helped guide us towards our north star idea. The main take aways from our research were : People in our demographic respond well to word of mouth from friends and influencers they trust. Many will try something if they perceive it as popular. While being tight on money they are willing to splurge on things that they feel enhance their life.
The cultural trends that are shaping the world of our audience are their active lives and willingness to spend money depending on what the product is. Their environmental stressors are the need to spend money. Most of our audience is on a tight budget due to having low-income jobs and others are just recently graduated. However items like coffee and food they will often pay a premium for.
They also tend to not involve themselves in politics. They often worry for their own future from how to continue on building the ladder to success to live peacefully and comfortably. Many in this demographic are fast to look out for the universal human rights of those around the world while staying out of the debates on policy. This groups cares deeply for people of all walks of life.
Cultural Insights
Demographic
The people in this demographic enjoy living active lifestyles and tend to buy items that they are able to fit in their budget that are able to show a bit of status. Most are tech literate however they use this in different ways. These people are generally young and single. A small piece of the demographic is married or above 35 years of age. They are a mix of people that prefer to go out and stay in, but are generally always down to spend time with friends. These people generally care about social and cultural issues however while most care not many of them will practice something that they care about.
They see using the time they have as valuable and often will look past the need to save for their future to have fun in the present. Most are still paying off some form of debt and do not have a financial plan for the future.
Social Insights
This audience communicates online generally in messaging and email mainly on the phone. While they are apt communicators online they still find the time to talk in person and these recommendations are very important to them. They are most commonly found scrolling though Instagram, X and Tik Tok. They also consume a large amount of media on streaming services and YouTube.
An influential voice comes from the people they surround themselves with as a group and then by more individual groups it changes who has a voice that speaks to the group. While it varies throughout the demographic they often will trust certain social media influencers especially micro influencers that are seen as genuine and not just selling out for the money offered by companies to promote their project.
