With this method, you need to first describe not the audience of the product, but the useful action that it performs. At the same time, each useful action can be relevant for different audiences - you need to brainstorm and make a list of them.
For example, a product such as "coffee to go" can perform the following useful action:
- Invigorate, tone and energize.
- Give pleasure from a special taste.
- Give a feeling that you are a modern and stylish resident of a metropolis with a glass of coffee in your hands.
- Save time on a snack and even replace breakfast or lunch.
Each of these actions is relevant for different audiences. For example, saving time can be useful for an office worker, a student or a mother on maternity leave, etc.
Search "from the opposite" can give new ideas on where to find the target audience of the brand. This method can be used in combination with other approaches.