Copy the starter AUDIENCE.md.

---
audiencemd: "0.1"
title: "Replace with audience or project name"
status: draft
last_reviewed: YYYY-MM-DD
owners:
  - "Replace with owner/team"
---

# AUDIENCE.md — Replace with project/product/campaign name

## Audience name

Write a short, specific name for the audience. Avoid “everyone,” fake personas, or demographic labels unless they are genuinely decision-relevant.

## Summary

Describe who this is for, what situation they are in, and why this audience matters.

## Primary audiences

### 1. Segment name

Describe the segment in practical terms: what they are doing, what context they are in, and why they are primary.

**Needs**

- Need 1
- Need 2
- Need 3

**Constraints**

- Constraint 1
- Constraint 2

**Current alternatives or behaviors**

- What do they do today?
- What have they already tried?

## Secondary audiences

- Adjacent audience 1 — why they matter, but should not dominate decisions.
- Adjacent audience 2 — why they matter, but should not dominate decisions.

## Jobs to be done / desired outcomes

- When [situation], they want to [motivation/action], so they can [outcome].
- When [situation], they want to [motivation/action], so they can [outcome].

## Pains, anxieties, and constraints

- Pain or frustration
- Anxiety, risk, or trust concern
- Practical constraint such as budget, time, skill, access, regulation, or operational complexity

## Motivations

- What makes them care?
- What would make them act now?
- What outcome would feel meaningfully better than their current situation?

## Decision criteria

- What must be true for them to trust or choose this?
- What tradeoffs are they willing or unwilling to make?
- What would cause rejection?
- What would make them switch from the current alternative?

## Language and tone

- Words they use
- Words to avoid
- Examples that resonate
- Tone that fits
- Claims that are credible
- Claims that would feel exaggerated or manipulative

## Anti-goals and exclusions

- Who this is not for
- What the project should not optimize for
- Tactics, claims, or messages to avoid
- Vulnerabilities, fears, or identity traits that must not be exploited

## Evidence

- Source: what was learned, when, confidence level
- Source: what was learned, when, confidence level

## Assumptions

- Assumption that needs validation
- Assumption that needs validation

## Open questions

- Question 1
- Question 2

## Related files

- Link to research, product brief, campaign brief, analytics notes, interviews, or strategy docs if relevant.