Start with a generic overview
Demographics
Demographics: Age 28-40, Urban professional, Single or young family
Values: Innovation, Technology, Design, Performance
Needs: A car that keeps them connected, offers the latest safety features, and looks sleek and stylish for city driving.
Media Habits: Social media, Tech blogs, Online reviews
Audi Model: Audi A4, Audi e-tron GT (electric option)
Psycho-graphics
Demographics: Age 35-50, Married with children, Active lifestyle
Values: Safety, Comfort, Versatility, All-wheel drive capability
Needs: A spacious and comfortable SUV that can handle outdoor adventures, road trips, and everyday errands.
Media Habits: Outdoor magazines, Family websites, Online car reviews
Audi Model: Audi Q5, Audi Q7
Values
Demographics: Age 45+, Affluent, Environmentally conscious
Values: Sustainability, Luxury, Performance, Environmental responsibility
Needs: A luxurious car with cutting-edge technology that offers a comfortable and sustainable driving experience.
Media Habits: Luxury publications, Sustainability blogs, Online car reviews with a focus on electric/hybrid options
Audi Model: Audi e-tron, Audi A7 (hybrid option)
Customer research from Hello Mike – “Audi persona Creation: JUST A QUICK QUESTION, WHO ARE WE DESIGNING FOR?”
Then start breaking that profile down for more targeted communications
The Tech-Savvy Urbanite
Demographics: Age 28-40, Urban professional, Single or young family
Values: Innovation, Technology, Design, Performance
Needs: A car that keeps them connected, offers the latest safety features, and looks sleek and stylish for city driving.
Media Habits: Social media, Tech blogs, Online reviews
Audi Model: Audi A4, Audi e-tron GT (electric option)
The Adventure-Seeking Family
Demographics: Age 35-50, Married with children, Active lifestyle
Values: Safety, Comfort, Versatility, All-wheel drive capability
Needs: A spacious and comfortable SUV that can handle outdoor adventures, road trips, and everyday errands.
Media Habits: Outdoor magazines, Family websites, Online car reviews
Audi Model: Audi Q5, Audi Q7
The Eco-Conscious Luxury Buyer
Demographics: Age 45+, Affluent, Environmentally conscious
Values: Sustainability, Luxury, Performance, Environmental responsibility
Needs: A luxurious car with cutting-edge technology that offers a comfortable and sustainable driving experience.
Media Habits: Luxury publications, Sustainability blogs, Online car reviews with a focus on electric/hybrid options
Audi Model: Audi e-tron, Audi A7 (hybrid option)
Interview with Jessica Thor, Audi’s director of brand strategy in Road & Track – “The Imaginary People Audi Wants to Buy its Sport Sedans“
