An audience portrait is an aggregate description of a group using available interests, category behaviour, geography and other permitted attributes. Pharmatic may combine Mindset context, telecom partner attributes and available purchase data. The output supports communication hypotheses; it does not describe every individual or establish medical status.
How it works
- 01Define group and baseline
- 02Check sources and sample
- 03Identify differences
- 04Test through media
A portrait answers marketing questions
Questions it answers
What topics does the group explore? How does it differ from the wider category? Which channels may fit the brief?
How to build it
Define the group and comparison base, select available sources, assess representativeness and overlap, then derive testable hypotheses.
How to use it
Apply insights to creative, geography and media frequency, then compare the hypotheses with campaign response and sales.
How a portrait changes a campaign
- 01DifferenceFind a meaningful distinction from the base
- 02HypothesisState a potential motive or barrier
- 03CreativeTest message and format
- 04MeasurementCompare response and the target KPI
A portrait built for a decision
Start with a brand question: whom to attract at launch, how competitor buyers differ or why regions respond differently. Select groups and attributes for that question so the output guides a media decision.
Differences worth examining
Useful dimensions include topics, decision stage, recency, geography and available purchase patterns. Compare against a defined baseline; sample size and overlap show how robust each observation is.
Turn insight into a campaign
For each material difference, create a message, segment or channel hypothesis and a KPI. Active comparers may need reasons to choose; an early seasonal signal may justify earlier communication.
Deliverable for the marketing team
The brand receives audience definitions, baseline comparison, sourced findings, a segment map and recommendations for creative, geography and media. Campaign response can then update the portrait for the next cycle.
Limitations
Findings depend on coverage, matching and sample size. Correlation is not the cause of purchase.
Questions
What will we receive?
A report defining the audience and baseline, key differences, segment map and recommendations for messages, channels and KPIs. Available attributes are agreed in advance.
When should a portrait be commissioned?
Before media planning or a strategy refresh, while it can still shape segments and creative. After a campaign it can test and refine hypotheses.
How does a portrait differ from a buyable segment?
A portrait explains a group's structure and characteristics. A segment specifies inclusion rules for media activation. The former helps design the latter.
Can own-brand and competitor buyers be compared?
Yes, where permitted data and sufficient scale exist for both groups. Category, brands, purchase window and baseline are agreed first.
Does a portrait identify medical conditions?
No. It is aggregate marketing research, not a diagnosis or an assessment of an individual's health.