How can you analyze your audience's values and beliefs effectively?

I recommend identifying, in writing, WHY this is your audience. For example, HR managers at mid-size banks are my audience because we sell HR and Finance software. Or, healthy eating moms are my audience because we sell fresh indoor grown produce. That information may seem obvious now, but will help with onboarding new employees and may change as your business changes over time.

según mi experiencia , reunirse presencialmente con vuestros equipos ayuda , no todos los dias pero al menos 2 veces por semana

I suggest constantly running surveys and interviews to each different segments of your audience. Design met questions who will be easy to answer by your audience; and at the same time will give you the most information about the topic your are researching.

Audiences are broader than we think. The dimensions named by the AI response are all important; they are the WHO. I would add another dimension – WHEN. Think of these as core targets (those who we hope to influence immediately with the current campaign), while also recognizing there are secondary targets too, eg. ? Not on the radar for the current offering, but are prospects for future offerings (eg. the lower spec tech product that is to be launched 6 months after the flagship variant). ? Competitor loyalists that form the broader cohort of potential future customers. These groups are listening too, so check that campaign messaging will at least keep them involved with the brand, even if the current proposition is not targeted to them.

Always confirm your research! That means taking your findings and asking your target audience what they think of them. This can be simply an informally - e.g. take your top 3 findings about banking HR software and offer Sally Smith an HR manager at a local bank, and 5-10 more like her a $100 gift card to react in writing or on video to those findings. Does she agree or disagree and if so why? Basically, a sanity check.

Values and beliefs are difficult to uncover because: 1) People believe they may be judged on their values, so are reluctant to fully share them. eg. I strongly believe in supporting fair trade cocoa, but I'm also struggling to pay my rent. Will you think worse of me for buying cheap (unethically sourced) cocoa powder? 2) The audience may not even be aware of what values they hold. eg. we may think we can sell kids breakfast cereal by appealing to a parent's "nurturing" instinct. Are there enough such parents to justify a campaign on based on this value? The word may not be commonly used by targets, so quite circuitous questioning would be needed to find out who holds this value (such as used in recruitment personality tests).

Especially in B2B, label your audiences by role. The way you communicate with a champion or someone who has influence on the decision making process can and should be different than the person who has the final say or a blocker.

One could dispute that there are just three types of appeal, but what I think the AI response crucially omits is that they have to work together; not in isolation. ? Rational messaging alone will encourage comparisons with competitor alternatives ? Trust-based appeals require the audience to already know and trust the source, so harder to use for new brands. ? Purely emotional appeals risk being ignored as irrelevant, lacking a reason to believe. Of the three, give most thought to emotion. Research on messaging and buyer choice shows that although consumers and even B2B decision-makers like to think they are rational, it is resonance of the emotional strand in a message which has a greater impact on whether they finally buy.