A company is launching a new app for time management aimed at young professionals in urban areas. They conduct interviews, review usage patterns, and build a semi-fictional character named “Rita,” a 28-year-old marketing analyst who struggles with work-life balance. What marketing tool are they using?

Question

BlackTom AI · Accepted Answer

In this scenario, the company is crafting a semi-fictional character named Rita to represent a target user and to explore her habits, needs, and challenges. This approach is a classic form of customer profiling, where you build a semi-fictional archetype to summarize the characteristics of a segment and guide product development and marketing decisions.
Option 1: Customer profiling. This is correct because it captures the overall process of creating a persona (Rita) based on interviews, usage patterns, and other qualitative data to understand the target customer.
Option 2: Demographic profiling. While demographics (age, job, location) are often part of profiling, the use of a detailed persona that includes behaviors, struggles, and motivations goes beyond mere demographics; it aims to describe how the person acts and what they need, which is broader than demographics alone.
Option 3: Behavioral targeting. Behavioral targeting usually refers to delivering tailored messages or ads based on observed online behavior for marketing purposes. It’s a tactic used in digital advertising, not the broader act of creating a customer archetype or persona from interviews and usage data.
Option 4: Customer review profile. This term is not a standard marketing concept. It might imply organizing and analyzing customer reviews, but it does not reflect the creation of a semi-fictional character to represent a user segment, so it misstates the method.
Overall, the creation of a persona like Rita aligns with the practice of customer profiling, which combines qualitative interviews and usage insights to define a representative customer. The other options describe narrower or nonstandard concepts that do not fully capture the activity described.

Principles of Marketing Quiz 2.2 - STP - Summer 2025

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