How we found two completely different audiences for one service

Task

Before launching a private nursing home for the elderly, it was necessary to understand:

who makes the decisions;
why people postpone inquiries;
what fears hinder them;
how the competitive environment looks;
what should be on the website to inspire trust.
Most interesting insight

During the research, the audience was divided not by age or income.

But by motivation.

Two fundamentally different behavior models were identified:

"Caring relative"

A person worries, feels guilty, seeks the best conditions for a loved one.

"Practical relative"

The main task is to quickly solve the problem, minimizing time and cost.

That is why one advertising campaign could not work equally well for both segments.

What was done

psychographic segmentation;
building avatars;
fear analysis;
motivation analysis;
competitor analysis;
price comparison;
website structure recommendations;
offer recommendations;
ideas for advertising creatives.

Result

The client received not just research, but a ready marketing foundation for launch:

website;
advertising campaigns;
positioning;
offer system;
future brand.