How to *Actually* Research Your Target Audience
Let's be real, looking for business tips and hearing someone say "know your audience" for the 17,548th time probably makes you want to roll your eyeballs so far back into your head, right?
You've seen this advice quite literally everywhere, but here's the thing: most resources either throw around vague buzzwords or suggest research methods that require a full on marketing degree.
But let’s be real here. Who has time for focus groups when you're already juggling 10 things and barely keeping it together? Not me, I can tell you that.
If you're a heart-led business owner who wants to serve your people but feel lost on who those "people" even are, this one's for you.
(And here's the scoop: it's not about finding anyone who'll pay you. It's about finding people who share your values and make you excited to work with them everyday. This is especially important for value-led branding. When you attract dream clients who truly get what you're about, your brand reflects your values and becomes so much more relatable.)
Look at your current favourite clients
Think about that client who makes you go, "I wish I had ten more just like them." What do they have in common?
I'm not talking surface level demographics here, so let's try digging deeper.
What challenges were they facing?
How do they communicate?
What are their values?
What made working with them feel effortless?
Would this person cure your Sunday Scaries?
Look for patterns. Maybe they're all established but feeling scattered, or they're perfectionists who appreciate attention to detail, or they're values-based branding enthusiasts who care about purpose-driven design.
The goal: Recognize who you're naturally drawn to work with (and who's naturally drawn to you).
Ask your Instagram audience directly
Sometimes the best research is just... asking.
Instagram Stories are perfect for this because they can be done on the fly while feeling casual and conversational.
Try these questions:
"What's your biggest challenge with [your area] right now?"
"When looking for [your service], what's most important to you?"
"What's one thing you wish more people understood about your business?"
Save the responses—they're marketing gold for future content and tell you how your people actually talk about their problems.
Send a quick survey to past clients
Create a simple 5-question survey (honestly, just a quick little Google Form works here) and send it to recent clients. Quick tip: keep it short and approachable so people don't get scared away and won't fill it out.
Try questions like:
What was your biggest challenge before working with me?
What made you choose me over other options?
How would you describe my working style to a friend?
The insights help you understand not just who your ideal clients are, but how to communicate with future ones.
Tip: People are lazy, so try giving people a little incentive to fill out your form. Let them know you'll donate $5 to your favorite charity for each response you receive, or maybe give them a little discount voucher for the next time you work together.
Pay attention to your energy levels
Here's something other business tips for women won't tell you: your gut reaction to different clients is incredibly valuable data.
Which clients do you adore and wish you could be irl besties? What ones make your stomach drop when you get their email notifications?
When you work with people who align with your values and working style, everything flows more easily. They trust you as the expert and allow you to do your thing, and you actually get to enjoy the process (and let's be real, we all started our own businesses to actually love what we do).
The clients who energize you? Those are going to give you clues on your dream audience and help you build brand clarity around who you truly want to serve.
Notice who's already engaging with you
Your current audience is telling you something, you just need to pay attention.
Look at who's consistently liking, commenting, and sharing your content. Check out their profiles. What do they do? What seems important to them?
You might notice patterns. Maybe your most engaged followers are all wellness entrepreneurs, or interior designers, or women who made a career change post-Covid. These patterns matter because they tell you who's naturally drawn to what you're saying.
Also, pay attention to the language people use in comments. Are they asking about pricing (budget-focused) or your process (values your expertise)? This tells you what matters most to them.
Here's what I want you to remember: pick one or two of these strategies and actually do them.
The goal isn't creating a perfect customer avatar that sits in your Google Drive collecting proverbial dust, it's getting clear enough on your dream clients that you can speak directly to them and create content they resonate with.
When you know who you're talking to, everything becomes easier. Your content resonates more, your services feel aligned, and you stop trying to be everything to everyone (which never works anyway, capeesh?).
If you're feeling too close to your business to clearly see these patterns, I'd love to help you get crystal clear on your brand strategy and develop an aligned brand identity. For details on my services, take a look here.
Because when your brand truly reflects who you serve and why you're perfect for them, marketing becomes natural and effective, and business growth through design becomes so much more achievable.
Now go get to know your dream clients, I promise they're probably closer than you think. ✨
If you don’t know me yet, my name is Shaylyn and I’m a designer focusing on high-end, strategic branding and websites that turn businesses into beloved brands. 👋🏻
Through clever brand strategy (not trends) and the perfect combination of beautiful, yet meaningful design, I’ll make your ideal clients and customers instantly feel like you’re a match made in heaven.
If you want to stay connected you can:
Download my build your brand freebie and I’ll guide you through developing your own brand strategy so your brand doesn’t just look good, but it works.
Read more of my blog for free weekly branding insights and tips
Check out my services for all the awesome ways we can work together on your brand or website (I promise to be the most fun expense you submit to your accountant)
Download my pricing guide for more of an in-depth look at my process, get a feel for what working together looks like, and love letters from my past clients.
Or you can always just send me an email, hello@kinddesign.studio or schedule in a free (no awkward, no strings attached) discovery call to see how I can help you with your brand.
Choose your own adventure, and whichever you choose, I hope you have a beautiful day. ☀️
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