How do you determine a target audience?

Listen to Clients’ Exact Words

When I transitioned from nonprofit work to somatic therapy, I made a critical mistake—I assumed all Asian-Americans struggled with the same trauma patterns I did. My initial marketing was generic and wasn’t connecting.

The breakthrough came when I started tracking the specific language potential clients used during my free 20-minute consultations. I noticed a pattern: second-generation immigrants kept saying “I should be grateful” and “I don’t want to dishonor my parents” when describing their struggles. First-generation immigrants used completely different phrases like “I need to be stronger” and “this is just how families are.”

This led me to realize I was dealing with two distinct audiences with different pain points. Second-gen clients felt guilty about having problems despite their privileges, while first-gen clients worried about appearing weak. I split my messaging accordingly—one focusing on breaking cycles without abandoning family values, the other on finding strength through healing rather than endurance.

The result was immediate. My consultation booking rate jumped from about 20% of website visitors to over 45% within two months. The key was listening to their exact words during moments of vulnerability, not what I thought they should be feeling based on my own experience.

Uncover Hidden Frustrations Through Digital Breadcrumbs

After building and selling PacketBase, then scaling hundreds of campaigns at Riverbase, I’ve found the most effective method is “intent signal archaeology” – diving deep into the digital breadcrumbs people leave before they even know they’re ready to buy.

Here’s how it works: I analyze search query data, social media engagement patterns, and website behavior across 90-day windows to identify micro-moments where prospects reveal their actual frustrations. For a SaaS client struggling with lead quality, we found their target audience wasn’t searching for “project management software” – they were frantically googling “why is my team missing deadlines” at 2 AM.

We rebuilt their entire funnel around that pain point timing. Instead of generic software demos, we created content addressing deadline stress and burnout. Campaign performance jumped 340% because we caught people when they were actually feeling the problem, not when they thought they needed a solution.

The key is looking at behavioral data in sequences, not snapshots. People don’t wake up wanting your product – they experience a series of small frustrations that build up. Map those moments, and you’ll find your real audience hiding in plain sight.

Find Authentic Pain Points in Online Communities

Hang out where your audience actually communicates, not where you think they should be, but where they truly are.

I spend time in Reddit threads and niche forums where my target audience goes to be honest about their problems. If I’m targeting business owners, I’m not just looking at generic business groups. I’m finding the specific communities where they complain, ask for advice, or share real struggles. These places include industry-specific subreddits, private Facebook groups, or even comment sections of relevant blog posts.

The key is finding spaces where people feel safe to drop their professional mask. That’s where you discover their actual pain points, not the polished version they share in public. You’ll see the same complaints coming up repeatedly. Those recurring frustrations? That’s your goldmine for understanding what really keeps them up at night.

Transform Personal Challenges into Business Opportunities

I will use my experience with my thrift store business as an example here.

I started out as my own target audience – it made sense to reach out to people who were navigating the same challenges I was. I began thrifting very early in 2019 in the UK. At the time, I was a student. I had to learn to cut costs, and I discovered that I was getting very good deals and minimizing a lot of waste. I returned to India in 2020 – during the COVID lockdowns – when everyone was at home.

With malls closed and nowhere new to go, people were bored of shopping for the same things again and again. I figured if I wanted something different, others probably did too — so I went looking for them. What drew me to thrifting wasn’t just being budget-conscious — I was also tired of finding the same styles over and over in fast fashion brands.

The other reason (one that still matters to me) is being mindful of my ecological footprint. I couldn’t find a single strategy for myself to minimize that apart from using paper straws, which doesn’t really do much, to be honest.

So that’s when I figured, if I were to combine all of these pain points that I was feeling – not doing enough to minimize environmental impact, finding the same pieces in fast fashion brands as everyone else, paying very high amounts for styles that quickly go out of fashion – I could create a lucrative business model that specifically targeted people who use Instagram regularly and who are open to the idea of exchanging money online.

That limited my pool for boomers, and I deduced my target audience was around the age range of 18-40: mainly women in tier-one cities. These people were tired of fast fashion brands and more inclined towards making a more positive social impact in at least one area of their lives. As a result of that research and positioning, I was able to build a successful thrift store.

Conduct Structured Interviews for Deeper Insights

I developed a product for senior B2B marketing leaders to improve their planning and result tracking. I assumed I understood the audience because I had experienced their challenges firsthand. In my previous CMO roles, I wasted time consolidating templates, creating multiple PowerPoint presentations for different stakeholders, and searching for basic information like marketing ROI across disconnected systems. It seemed natural to think the product should simply address these pain points.

To validate this assumption, I reached out to people in similar positions. I contacted both my personal network and new connections, arranging dozens of conversations. Each call was structured, recorded, and later analyzed for common themes.

The exercise confirmed that my own frustrations were indeed valid, but it also revealed larger gaps I hadn’t fully recognized. Leaders shared that they spent significant time preparing board decks with information they already had in other formats. They explained how their marketing plans might be well-organized, yet they faced challenges when colleagues in operations, finance, or customer success lacked the same level of structure and clarity. Budget workflows were frequently mentioned, with financial data tracked in finance systems but disconnected from strategies and priorities. Many also expressed a desire for more intelligent support: AI that could guide planning, suggest scenarios, and recommend actions for them and their peers.

This process taught me that direct interviews are invaluable. By engaging with peers face-to-face and asking open-ended questions, I could identify where my product vision aligned with their reality and where it needed adjustment. This feedback not only shaped the product but also refined the audience definition and how I positioned it in the market.

Analyze Failed Attempts to Identify Real Needs

As someone who has built Entrapeer by connecting over 100 enterprises with startups across 11 countries, I’ve learned that the most effective method is **reverse engineering from failed attempts**–tracking where potential customers tried to solve their problems before and why those solutions didn’t work.

When we started, I noticed enterprise innovation teams were spending 6-12 months on startup scouting but still ending up with mismatched partnerships. Instead of asking what they wanted, I analyzed their abandoned POC projects and failed vendor relationships. This revealed their real pain point wasn’t finding startups–it was the lack of verified evidence that solutions actually worked in similar enterprise environments.

That insight completely shifted our approach. Rather than building another startup directory, we created the world’s largest verified use case database. We require third-party verification from both VCs and enterprise customers before featuring any startup. This solved their core frustration: having to educate themselves on unproven technologies while under pressure to deliver ROI-positive innovation outcomes.

The key is studying your audience’s graveyard of previous attempts. Their failed experiments reveal pain points they might not even articulate in surveys, because they’ve learned to work around them or assume they’re just “industry realities.”

Mine Customer Reviews for Honest Feedback

I like to treat audience research less like a survey and more like eavesdropping. One of the most effective methods I’ve used is diving into customer reviews—both for my clients and their competitors. People are brutally honest in reviews, and you’ll spot recurring pain points fast. For example, in one project, we noticed customers kept complaining about “confusing setup” in a rival product. That insight helped us reposition our client’s offering around simplicity and ease of use. It’s a goldmine because you’re hearing the audience’s frustrations in their own raw language, which makes your messaging land much harder.

Combine Interviews with Social Listening

One of the most effective ways I determine a target audience and uncover their pain points is by combining customer interviews with social listening. Instead of relying solely on assumptions or broad demographics, I start by speaking directly with a handful of existing or potential customers. I ask open-ended questions like “What’s the hardest part of your day-to-day workflow?” or “What frustrates you most about solutions you’ve tried before?” This gives me raw, unfiltered insights into their real struggles.

To validate these insights on a larger scale, I turn to social listening tools and online communities—for example, LinkedIn groups, industry forums, or even Reddit threads. These platforms reveal trending discussions, complaints, and emerging needs in real time. They also help me catch nuances like language, tone, or priorities that might not show up in surveys.

By merging personal conversations with broader trend analysis, I not only identify the target audience more clearly but also map their pain points to actionable solutions. This dual approach ensures campaigns feel personal, relevant, and aligned with current market shifts.

Use Data and Behavior to Refine Targeting

Discovering that almost 40% of our incoming leads weren’t a good fit for our service served as a wake-up call for us to improve the way we pinpoint pain points. Our most successful approach was combining hard data from churn analysis with customer interviews. We looked at where and why businesses disappear in their journey, rather than just asking customers what irritates them. Customers’ hidden pain points are frequently exposed by that genuine behavior. We can get a clear picture of who we should target and what issue we’re actually solving by comparing those findings to our strongest retention cohorts. It increased lead-to-customer conversion by 22% and reduced wasted sales cycles.

Leverage AI to Detect Invisible User Signals

My name is Steve Morris. I’m the founder and CEO of NEWMEDIA.COM. This is my most actionable idea for discovering real pain points that customers have, including the ones your competitors don’t: signal-detecting AI analysis of audience behavior, replacing surveys.

This is the biggest breakthrough I’ve seen in this area in the last couple of years: replacing surveys with signal-detection AI. We actually did this at scale recently for a fast-growth SaaS company. We plugged AI-based ICP generators and marketing platforms into the invisible signals left in user behavior. Then we created intent maps from inbound chat, which exposed a big undiscovered pain point that wasn’t showing up in any survey or customer interview: a subset of people who lingered just before clicking “start free trial.” The fix was to address whatever hesitation they had by surfacing trust signals and clarifying pricing right at the point where they hesitated. The effect was to raise trial conversion from 5.2% to 7.1%. The net increase on a $500 MRR trial is $120K per month.

And the point is, while your competitors are busy listening to what people say, you can use AI to detect what they’re not saying; specifically, you can use AI to segment customers not by job title or demographics, but by pain point. If you want to do this, here’s the hook: instrument funnel behavior with AI. Most companies still use plain Google Analytics, but if you want to extract these micro-moments of intent, you need to go beyond cookie status codes and session IDs.

Tap Into Industry Insiders for Emerging Trends

Each quarter, I reach out to 3 to 5 friendly journalists or analysts for a quick off-the-record call. I ask one question, such as, “What story do you wish someone would prove with data next quarter?” They share the real headaches they hear from readers. I take notes, group the themes, and then check our CRM to see which types of companies feel each pain the most.

This approach works because the pain points are already vetted. I also capture the exact words they use, which I feed into our audience profiles and quick message tests. When we pitch later, it sounds familiar to them and solves a live problem, not a guess.

Shadow Customers to Uncover Authentic Experiences

As Co-Founder and CXO of City Unscripted, I understand that grasping our customers’ pain points requires engaging in meaningful conversations with travelers in their idealized environment—out and about, on the ground—rather than relying on PowerPoint slide examples from surveys or focus groups, which often reveal pretend wants instead of actual pain points. The most successful method I have employed is to shadow them on tours and listen to unsolicited comments from travelers expressing their outrage over past travel experiences. For example, while attending a pottery workshop in Florence, I overheard three separate conversations where visitors shared their disappointment about feeling like “cultural tourists” rather than actual participants in local customs.

These authentic moments crystallized the fact that the biggest pain point we were addressing among our target audience was their sense of disconnection from actual cultural life, despite committing copious resources toward the search for “authentic” experiences that often turn out to be more performative in nature. Travelers time and time again express a desire to “meet real locals” and “experience actual traditions,” but all too often encounter packaged versions and feel like bystanders in what should be an authentic cultural exchange.

It is crucial to focus on observing your audience using your products or services, rather than questioning them about their needs. Humans are not adept at articulating their actual complaints until they are presented with solutions that can satisfy them emotionally. The best insights emerge when customers feel safe to share their negative experiences with competitors who have let them down in the past. This reveals the discrepancies between market promises and real customer experiences, thus unveiling areas of true differentiation.

Analyze Recent Sales for Purchase Triggers

To truly understand our target audience and their pain points, I regularly ask our sales team to analyze their last 10 sales and answer two simple questions: Why did the customer buy, and what ultimately triggered their purchase decision?

This straightforward exercise reveals patterns in customer challenges that our products solve, often highlighting pain points we hadn’t previously recognized. The insights we gather from these real conversations give us a much clearer picture than any market research report could provide on its own.

Focus on Emotional Pain Points

The most effective method I’ve used for identifying target audiences and pain points is direct customer conversations, but not through surveys or formal interviews. I discovered the real insights come from listening to what customers actually say when they’re frustrated or relieved during the sales process.

My breakthrough came from tracking the specific language customers used when describing their storage needs. Instead of asking generic questions about demographics, I started recording the exact phrases people used when calling or visiting. Patterns emerged quickly – families said they were “drowning in clutter,” business owners complained about “inventory taking over the house,” and people moving mentioned “gap between houses causing stress.”

The key insight was that customers’ stated needs often differed from their emotional pain points. Someone might say they need storage for furniture, but their real pain point is relationship stress from clutter arguments or anxiety about looking unprofessional with inventory visible in their home office. Understanding this emotional layer changed how we position our service entirely.

The practical method that works consistently is the “moment of desperation” analysis. I pay attention to what triggers people to actually pick up the phone or visit our facility, not just browse online. These moments reveal the real pain points because customers are speaking from immediate frustration rather than abstract needs. Most come when something specific happens – can’t find important documents, tripped over stored items, felt embarrassed about their space during a business meeting.

This approach revealed that our target audience isn’t defined by demographics but by life transition moments. The same person might need storage for completely different reasons at different times, so focusing on situational triggers rather than customer profiles generates better marketing messages and service offerings.

Integrate Data Analysis with Direct Feedback

One method I’ve found highly effective for identifying target audiences and their pain points is combining data with direct feedback.

I start by building detailed audience profiles that take into account demographics, interests, and behaviors. Next, I examine website analytics, focusing on user behavior, most-visited pages, search queries, and conversion trends. In parallel, I review customer feedback like reviews, comments, and support tickets to spot recurring frustrations.

Looking at these sources together helps me uncover patterns and areas where users may struggle or have unmet needs, so I can pinpoint the most significant pain points and prioritize them based on frequency and impact.

Shift Focus from Pain to Positive Outcomes

The most effective approach I’ve taken to identify my audience’s pain points is to ask what would make them the most content in their current season of life. This shifts the conversation from pain to pleasure or joy. By pivoting their thinking towards pleasure or joy, it helps them feel more invested in pursuing a positive outcome—moving them away from the negative and into the positive.

After this, I develop a “micro-offer” beta test to guide them through the process and ensure they achieve, or come very close to achieving, the positive outcome they’re expecting.

Utilize AI-Powered Communication Analysis

The fastest way to uncover your audience’s pain points is to listen where they actually communicate, such as email inboxes, LinkedIn direct messages, and phone lines.

Real pain points are not typically found in surveys or generic reports. You discover them by talking to prospects, tracking responses, and iterating thoughtfully. While AI accelerates the process, human interpretation makes it meaningful.

At Martal, our proprietary AI analyzes millions of emails and years of B2B data to identify prospects showing genuine buying signals. Our SDRs then research, personalize, and engage with hyper-personal sequences across email, LinkedIn, and calls, resulting in more meetings than standard outreach.

Pro Tip: Keep insights in-house or hire a seasoned SDR team. Experienced representatives who understand context and spot patterns can turn prospect signals into campaigns that actually convert. True scale comes from focusing on buyers who are ready to engage, not just generating activity.

Conduct Brief Interviews Before Data Analysis

To find out what bothers customers, I conduct brief interviews before examining data. Instead of asking what they want, I inquire about the most annoying part of their day related to a specific problem.

This approach elicits honest answers that reveal the real problems people face, which often differ from survey responses.

For instance, when working with designers, we discovered their primary concern wasn’t finding jobs, but rather that referrals were unreliable. This insight helped us create messages and strategies for making lead sources steady and dependable.

The key is to begin with discussion, not assumptions. Ultimately, it’s understanding what the audience needs that helps create marketing that resonates.

Combine Traffic Data with Direct Outreach

I determine potential markets by first identifying where their attention is already focused, and then mapping the challenges of that space. To a degree, this is how I view the out-of-home advertising industry. It’s recognizing that it is an aggregation of visibility and a high level of traffic, and then determining the type of business that would benefit from the visibility – auto dealerships, restaurants, retail businesses, etc.

Moreover, one tool I have used is traffic data combined with my direct outreach. It involves identifying potential advertisers and asking them what challenges they have when it comes to attracting local customers. In this case, we are designing out-of-home advertising campaigns where I find some consistent pain points. These may be challenges such as not being visible to their brand during commuting times, or not being able to differentiate themselves from other businesses.

Ultimately, using traffic data and direct intelligence allows me to verify some of their needs, as opposed to just guessing.

Leverage Online Platforms for Audience Insights

To figure out my target audience, I usually start by listing all the stakeholders tied to the niche or product. Then, for whatever specific page or blog I’m working on, I ask myself, “Who’s going to need this? Who’s going to be impacted by it?” That helps me zero in on the right audience.

When it comes to finding pain points, Reddit is key. It’s where you can really see what the audience is thinking, talking about, and what they need. I also use “People Also Ask” and tools like “Answer the Public” to dig deeper into the exact questions people are asking.

Analyze Initial Client Conversations for Fears

We identify pain points by analyzing the first 60 seconds of an inquiry call. That initial conversation reveals a family’s immediate fears better than any survey ever could. People aren’t worried about aircraft specifics; they are overwhelmed by the logistical nightmare and desperate for a calm expert to take over. The biggest mistake is focusing on service features instead of the client’s emotional state. We train our team to listen for unspoken anxieties and address those first. This builds immediate trust and relieves immense pressure.

Offer Complimentary Audits to Expose Pain Points

I get inside the head of SMB owners—those too busy running their business to stress about new laws, recruitment, or onboarding. One of my most effective moves? A complimentary HR audit. It exposes hidden compliance risks, outdated processes, and technology gaps, while showing clients exactly how to fix them. No fluff, just clarity—and results that keep them safe, efficient, and confident.