Modern media RFPs (Request For Proposal) are chock-full of detailed descriptors of a brand’s “target audience.” You know the drill — purchase behaviors, demographics, household income, behavioral indices, media consumption tendencies, etc. — the list goes on and on.
Brands can describe their target consumer with scientific precision, but do they really know her? And how does that consumer really feel about the ads they’re being served?
To answer these burning questions, I needed to track down and interview a real-life “target consumer.” Turns out, I didn’t have to look far..
In addition to her wisdom and beauty (that good, mom?), my mom is a semi-tech-savvy, small-business owning, powerhouse mother of four. She’s the primary decision maker for most (err..all) of her household’s buying decisions and the perfect target for many of today’s biggest brands.
From detergent to dog-food, furniture to foot creams (..?), new shoes to new sheets, I asked my mom to share the “science” behind influencing a modern mom’s purchase power.