K atie c ouric

INTERESTS
do people who buy your product or brand
have?
a. What type of music do they listen to?
b. What sports do they play?
c. What fashion brands do they wear?
d. What stores do they shop in?
e. What is their routine on a typical day?
f. What events do they go to?
g. What are their values?
h. What kinds of hobbies do they have?
i. What are the names of the products that they use?
j. What type of cars do they drive? k. What television shows do
they watch?
l. What are their favorite movies?
m. Which celebrities do they follow?
n. What other interests do you think they may have?

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6. What is some additional 
LIFESTYLE
information you know about
your audience?
a. Are they married, single, or divorced?
b. What level of education have they completed?
c. What is their occupation?
d. What is their yearly income?
e. What needs do they have?
f. How does your product or brand make your consumer’s life
better or easier?
7. Who are your top-level 
COMPETITORS
and what do their fans
look like in regard to the questions on this list?
Answering these questions will help you understand the people that you
target for your initial testing and will ultimately help you to acquire new
customers. The more you understand about the type of people you believe
will be interested in your product, the better.
When you start testing the variables you defined above, act like a mad
scientist. Try as many combinations as possible. Segment out different
variables into separate tests. If you were selling women’s yoga pants, your
trials might look something like this:
• Test 1: Age eighteen to thirty-five that likes Lululemon
• Test 2: Age thirty-six to fifty that likes Lululemon
• Test 3: Age eighteen to thirty-five that likes Lululemon + is a
college graduate
• Test 4: Age thirty-six to fifty that likes Lululemon + is a college
graduate
• Test 5: Age eighteen to fifty that likes yoga
• Test 6: Age eighteen to fifty that likes meditation
• Test 7: Age eighteen to fifty that likes yoga + lives in Chicago
• Test 8: Age eighteen to fifty that likes meditation + lives in Chicago
The above is just one example, but you can see that the number of tests can
scale very quickly. Always try to test as many variables as possible, until

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you find the answer you are looking for. Always keep testing to improve
your results.
To learn more about how to build out these test campaigns,
visit 
www.optin.tv/fbtutorials
.
You also need to check that your assumptions are right. To help make
sure you’re on track if you don’t already have an existing fan base, David
Oh of FabFitFun suggests getting off-line and talking to your hypothetical
target audience. If you think your consumer base consists of women
between eighteen and thirty years old, go out and speak to people in that
demographic. See how they feel about your message, ideas, and content.
Use your friends, family, and acquaintances as resources to help you do
market research.
If you already have an existing fan base with people who engage with
your content and buy your products or services, there are additional ways to
conduct market research. You can mine the analytics from your social
platforms (like Facebook Insights) or use information gathered from Google
Analytics to learn about who’s trafficking your website. You can also
analyze prior purchase orders and conduct surveys with your existing fan
base and customers. Use any analytics or data about your audience to help
you determine who will most resonate with your content, products, and
brand.
David Oh, for example, uses data analytics from his website to better
understand the core demographic of the buyers of FabFit-Fun’s subscription
boxes. This information provides him with their age, gender, beauty/fashion
product interests, and the names of the brands they like. Oh even surveys
customers on which aspects of the products his customers liked in previous
boxes and what products they would like to see in the future. He then
leverages that information to create more effective marketing campaigns,
which have allowed his company to scale.
Another example of applying these tactics comes from the movie
industry. When a movie is made, a rough cut of the film is tested in market
research screenings. The purpose of these test screenings is to get the ideal

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target audience into a theater to screen the movie before its release.
Producers and studios bring their intended audiences into the theater, have
them watch the film, and then give them scorecards to record their
observations, feelings, and opinions about the movie. The movie producers
and marketers then use that information to truly understand the people with
whom the movie resonates. The data from these test screenings is then used
to direct the marketing strategy/positioning as well as to improve the film.