Digital Challenger Bank - How do you define the audience for a brand new service?
When a technology is effectively new the audience has to be defined in terms of opportunity. That means taking account of all the phenomena that could make a customer attractive. KSBR ran a programme of stakeholder interviews to develop a full list of relevant factors and weighted potential answers to questions about each of these. A wide-sample survey established bands of potential customer attractiveness and we profiled the top tiers to produce a target audience, in both size and profile