audience-research

name	audience-research
description	"Builds a 3-layer persona from existing data and research. Use after brand-guidelines to deepen audience understanding before brief writing. Trigger on: 'who is our audience', 'build a persona', 'deep dive audience', 'who are we really talking to'. Produces a complete persona document ready to feed creative-brief and hook-writing."

Audience Research

Output Routing (Dual-Mode)

This skill follows references/notion-output-protocol.md. Run the routing logic before producing output.

Standalone output	Connected-mode target
persona-[name].md (full document)	Entry in 👥 [DB] Personas — Layer 1 selects (Genre, Tranche d'âge, Génération, CSP, Statut familial), Layer 2 — Ce qu'ils disent, Layer 3 — Ce qu'ils veulent vraiment, Problématiques, Objections, Vocabulaire-clé, Niveau Awareness, Source, Client relation
—	Entry in 📚 [DB] Knowledge Base (Type Persona, Phase Phase 1 — Research, Block 👥 Audience Research) pointing to the full document via Drive URL / Repo Path — page body holds the doc's role only, content lives in the doc

Connected-mode rules:

• If the persona was mined from real interactions, link the Real Customers entries used as evidence.
• Enrich an existing persona entry rather than creating a duplicate (search by name + client first).
• Persona = a distinctive psycho-behavioral trait, not a demographic sheet — the trait drives the Name.

Before Starting

Confirm before starting:

• brand-context.md available
• At least one audience data source available (CRM, interviews, reviews, analytics)
• Target persona identified or to be determined (primary vs secondary)
• Dominant awareness stage known or to be determined

Without real data, this skill produces hypotheses — label them clearly as such.

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Phase 1: Identify the Persona to Build

Ask these questions before starting:

1. Is there an existing documented persona? If yes, load and enrich it rather than starting from scratch.
2. What is the product / main offer targeted by this persona?
3. What is the presumed awareness level of this persona?

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Phase 2: Build Layer 1 — Demographic

To extract from existing data or to research:

• Age and gender (dominant in purchases or customer base)
• Professional situation and income level
• Location (urban / suburban / rural; region or country)
• Active social platforms (Meta, TikTok, YouTube, LinkedIn)
• Purchasing behavior: impulsive vs deliberate, price-sensitive vs value-sensitive

Sources: Facebook/Instagram Analytics, Google Analytics demographics, CRM data.

For the Layer 1/2/3 framework: See references/persona-layers.md

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Phase 3: Build Layer 2 — Psychographic

To extract via interviews, long reviews, Reddit, niche forums.

• Priority value (freedom, security, status, performance, family)
• Perceived identity: "I am someone who..."
• Aspirational identity: "I want to be someone who..."
• Deep fears (often not stated publicly)
• Relationship with failure and risk
• Cultural references: followed influencers, admired brands

For the LF8 framework: See references/life-force-8.md For active biases: See references/marketing-psychology.md

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Phase 4: Build Layer 3 — Situational

This is the most valuable and hardest layer to obtain without real data.

Questions to ask in interviews or to extract from reviews:

• "Describe the day you decided to look for a solution."
• "What were you doing exactly when you realized you had this problem?"
• "What was your main hesitation before buying?"
• "What finally convinced you?"
• "What would you tell someone who is still hesitating?"

Extract:

• The triggering micro-moment (specific situation, time, context)
• The exact phrase used to describe the pain
• The main pre-purchase objection
• The dominant emotion at the time of purchase

---

Phase 5: Map Awareness

Based on Layer 3, locate the persona on the awareness scale.

For the full framework: See references/awareness-levels.md

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Output Format

Save as persona-[first-name].md in the project folder.

# Persona — [Fictional first name] — [Product]
*Generated on [date] | Dominant awareness: [level]*

## Layer 1 — Demographic
- Age / Gender:
- Professional situation:
- Approximate income:
- Location:
- Active platforms:

## Layer 2 — Psychographic
- Priority value:
- Current identity: "I am someone who..."
- Aspirational identity: "I want to be..."
- Deep fear:
- Dominant LF: [LF1–LF8]
- Main active bias: [bias]

## Layer 3 — Situational
- Triggering micro-moment:
- Exact phrase (verbatim):
- Main objection:
- What convinced them:
- Dominant emotion:

## Awareness Stage
[Level 1–5] — [Rationale]

## Creative Direction
→ Recommended angle:
→ Tone:
→ Format:
→ Hook direction:

---

Related Skills

• 01-audit/brand-guidelines — prerequisite
• 02-research/review-audit — Layer 3 source
• 02-research/customer-reality — enriches micro-moments and emotional mapping
• 03-strategy/creative-brief — direct output of this skill
• 03-strategy/hook-writing — uses Layer 3 to calibrate hooks