Expanding Your Target Audience
Focusing solely on a product or service’s core audience can limit a brand’s growth potential.
The Role of Light Buyers: While light buyers purchase less frequently or in smaller amounts individually, as a group, they are essential for expanding market reach and driving brand growth.
Broad Reach: Brands grow by increasing their total number of buyers rather than relying solely on customer loyalty. Light buyers often make up a significant portion of a brand’s customer base, contributing to overall success even if their individual spending is lower.
Market Penetration: Reaching light buyers is crucial for growing your customer base. These infrequent purchasers often represent the largest audience segment and play a vital role in increasing your brand’s reach.
Mental and Physical Availability: To attract light buyers, brands should focus on making their products memorable and easy to access, ensuring they are considered when purchasing decisions are made.
Sustainable Growth: Light buyers create a stable revenue stream that supports long-term growth. Engaging this group requires fewer resources while providing consistent returns.
Recommended Targeted Sampling Approaches
Standard Market Targeted Sampling (Australia, New Zealand, and the US)
Target groups with an incidence rate of less than 50% within the total national representative sample can benefit from cost efficiencies.
Standard demographics include age, gender, and region but do not cover custom criteria.
Non-Standard Market Targeted Sampling
For other markets outside our National Representative audience, customers can apply additional demographic targeting starting from 8 credits.
Translations are not included in this service.
For more details on global research, refer to our Testing Internationally section.
