Targeting Examples


Jose is a distributor of farm and gardening products and owns 5 stores. To access farmers in the region, you may want to create a relationship with someone like Jose who is able to sell goods to local farmers. Before committing your time to Jose, survey farmers to find out if they buy pesticides only from farm suppliers like Jose, or if he has a competitor in the market with more leverage and/or lower markup (village grocery stores, for example). This is a complicated step and requires data about where consumers shop, number of stores like Jose’s in the region, quantity of pesticide sold, and other questions that can help drive your analysis. The more data you have, the better. As we compare distribution methods, we can see some useful targeting information come from Jose’s Targeting assessment. During a comparison, we would compare this data with that of other distributor profiles.


  • Farm supplier
  • Receives commissions on sales
  • Distributes to rural farmers
  • Doesn’t sell pesticide often due to cost
  • Notices many corn farmers are looking for pesticide; other groups don’t seem as interested


NEED:

  • Needs product for corn farmers

MARKET:

  • Sells other products in store; need to compete in price and/or quality.
  • Sells products directly to other identified segments (gateway to other segments).
  • Widest sales reach in region.

PRICE:

  • Farmers interested in price; cited as main reason for low sales in this category.
  • Need to consider commissions for Jose.

MARKET HOMOGENEITY:

  • One of the larger chain suppliers in region.

PREFERENCES:

  • Wants to maximize profit via sales and commissions.


Maria is a corn farmer in a rural region of Peru. The product manager conducting the pesticide study has identified that farmers like Maria experience heavy pest abuse of crops. Farmers like Maria want pesticide, but find it costly and worry about effectiveness. As we compare end user profiles, we can see some useful targeting information come from Maria’s Targeting assessment. During a comparison, we would compare this data with other product end-users. Because of how useful our pesticide can be for Maria, let’s assume she is a target segment. Our next step will be to promote our product to her.


  • 30-35 years old
  • Corn farmer from rural area
  • Relies on husband to make product decisions
  • Doesn’t tend to visit store
  • Wants affordable pesticide
  • Makes decisions with husband
  • Experiences 10-15% loss of corn crops every year due to pests
  • Wants products to work, less worried about eco-friendly

NEED:

  • Needs product to reduce degradation of corn crops

MARKET:

  • Other pesticides exist in market.

PRICE:

  • Prices of current pesticides not aligned with farmer expectations.,
  • Farmer would spend if results could be better guaranteed

MARKET HOMOGENEITY:

  • Corn farmers in this region are relatively similar in terms of crop production and need for pest control

PREFERENCES:

  • Wants a product that works well, not as committed to eco-friendly messaging



Francisco is a sheep herder and potato farmer in a rural region of Peru. The product manager conducting the pesticide study has identified that farmers like Francisco experience very little destruction of crop by pests. Farmers like Francisco aren’t opposed to pesticide, but are also not sure why they might want it. If they could see a benefit, they may be willing to buy. As we compare end user profiles, we can see some useful targeting information come from Francisco’s Targeting assessment. During a comparison, we would compare this data with other product end-users. You may note that Francisco does not appear to be the best persona for your efforts, which may inspire you to focus on a different segment.


  • 35-40 year old
  • Sheep herder, raises potatoes for sale in market
  • Makes product decisions for household
  • Visits stores and markets when supplies are needed
  • Has never used pesticide, but is not opposed
  • Hasn’t experienced much potato crop loss due to pesticide
  • Thinks products should be eco-friendly and work well for him to buy

NEED:

  • Not interested in this product for potato crops.
  • No strong indication of need for pesticide.
  • Not sure why he could use this.

MARKET:

  • Other pesticides exist in market.

PRICE:

  • Not aware of price of current pesticides; little indication that pricing is key factor for buying decision

MARKET HOMOGENEITY:

  • Potato farmers in this region are relatively similar in terms of crop production and need for pest control

PREFERENCES:

  • Does want an eco-friendly pesticide, if he uses one.
  • Makes decisions for household, may be influenced by family members.