Workshop Exercises: Define

Top Audiences

Determine your most impactful audiences

Illustration of Top Audiences
Run a Top Audiences play

Alternative plays: Competitive Landscape

Follow-up plays: Empathy Mapping, Value Proposition Mapping

Timing: Discovery

Prep time
5 minutes

Run time
30 minutes

Group size

Why: Zero in on the specific audiences that hold the most value for your business

When: During the early phases of your marketing or branding strategy

This workshop exercise is part of the Workshop Patterns printed card deck.

A collection of workshop exercises that will help you ditch dull meetings and facilitate with confidence. It will help you master the design process and have more productive time with your team. The card deck will be ready for purchase in the end of 2023 and is now undergoing rigorous testing.

Reserve your deck!

Instructions for running this play

  1. List Audiences. Conduct a 5 minute Silent Storming exercise letting participants write down potential audiences for the company to serve. One audience per sticky note. Have participants Playback their findings one by one as they place their sticky notes on a large surface.
  2. Vote: Participants individually choose and note down their top two most important audiences from the list in a Note and Vote exercise.
  3. Discuss. Facilitator prompts a group discussion around the votes for approximately five minutes to Stack Rank the audiences for importance. Consider market size, buying power, segment type, problem frequency, and factors that differentiates each audience from each other.
  4. Decide. The Decider writes down the top three audiences in order of importance, which is then recorded by the Facilitator on the whiteboard.

Tips to perfect this play

Master and adapt the play to fit your context and needs.

Tip: Foundation for personas

Consider following up with persona-building exercises for each audience segment

Tip: Revisit

Revisit regularly to ensure your priority audiences still align with your business objectives and market realities


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