An important step in understanding your target audience is to go beyond learning their demographic information, and understand what role they play in the path to purchase. These roles can often be divided into the following categories:
The Decision Maker:
This is the person who ultimately makes the purchase decision. In some cases, the decision-maker is the same as the supporter, but in other cases they are different. When different, you must acknowledge this and gear ads to the decision-maker. Take, for example, the transformation of the Old Spice brand in 2010. The brand wanted to revamp its product to appeal to a younger generation. While researching, the team discovered that while men may ultimately wear their product, women were making the purchases, leading their creative team to focus on this target audience.
The supporter may not have the power to make the decision, but they will have a heavy influence on whether or not an item gets bought. For example, a child may not directly make a purchase, but if they want something for Christmas, they influence that decision. This is why it is important to develop messaging that speaks to consumers in both of these roles.