The person behind the audience profile
Why curiosity about people belongs at the beginning of a communications brief.
A profile is a starting point
Audience profiles help organise information. But a person has more context than a job title, age range or location. Their expectations, concerns and previous experiences affect how a message lands.
Ask what matters to them
A message can be accurate and still feel irrelevant. Understanding what someone is trying to achieve helps us decide which information deserves emphasis. It also encourages us to explain value in language that means something to the person reading.
Listen before assuming
Customer conversations, feedback and the questions people ask can reveal gaps in our messaging. The same question appearing repeatedly may suggest that something needs to be explained more clearly.
Keep the curiosity
My interest in consumer psychology comes from wanting to understand these decisions more deeply. For me, it is an invitation to keep learning, question assumptions and pay attention to the human context behind communication.
Turn curiosity into practical questions
Before writing, ask what the person already knows, what decision they are trying to make and what might make them hesitate. Treat your first answers as assumptions to examine. Write down what you know, separate it from what you are guessing, and identify which questions need a conversation, observation or review of feedback.
For example, imagine someone choosing a service for the first time and someone switching from an existing provider. They may share an age range and location, but one needs help understanding the options while the other wants to know what will be different this time. This fictional example shows why the person’s situation matters alongside their profile.
Brand & Communications Strategist based in Amman. Curious about brands, people and the decisions that connect them.