Using audience research and customer journey mapping to improve marketing
Before redesign, study psychological as well as demographic differences. This helps map customer steps and adapt marketing to actual needs.
Three audience-analysis concepts
An online-school case combined several audience theories:
- Ben Hunt's awareness ladder reveals readiness to act, informing the nurturing sequence;
- Abraham Maslow's hierarchy of needs identifies fundamental and psychological needs;
- The DISC behavioural model identifies four customer behaviour types.
DISC behaviour types
DISC describes four behaviour types with different motivations and responses, beyond ordinary demographic categories.
- Analyser checks details, prices and risks.
- Engine prioritises benefits and emotional appeal.
- Reviewer values clarity, reliability and fast delivery.
- Support prioritises trust and reputation.
Behaviour-based CJM in practice
The analysis informed a customer journey map for each type. It became a practical development specification, helping the site communicate with different audience segments.
Banking interfaces need detailed information for analytical buyers and clear benefits for action-oriented ones. Marketplaces should also address caution and support needs across DISC types.
What business owners should know
Understanding audience psychology helps improve conversion and acquisition economics; ignoring it can make marketing less relevant and more expensive.
To manage risk, businesses should:
- Segment beyond basic demographics;
- Build CJM for different behaviour types;
- Test hypotheses combining awareness stages, needs and behaviour;
- Design channels for different audience expectations.
Conclusion
Combining audience analysis and DISC-based journey mapping can improve marketing relevance. It takes work, but clearer customer understanding supports sustainable growth.
