Unlocking Success: BelSU Students Master Target Audience Insights

Belgorod National Research University (BelSU) continues to run two accelerators, “TechnoPRO+” and “HealthPRO+,” which attract students from various academic years. The latest meeting, part of the “University Environment” educational event series, focused on CustDev – testing future projects with target audiences through interviews and strategic questioning - and target audience analysis. Invited experts shared their insights on the importance of understanding the target audience and considering different buyer personality types.

Oksana Yakovenko, mentor for the New Opportunities and You're in Business, I'm in Business entrepreneurship development projects, discussed methodologies for creating products or start-ups. She emphasized the necessity of testing ideas or prototypes for demand among potential consumers as a critical step in project development.

“When I walk down the street, I automatically analyse the behaviour of those around me. For instance, I notice three stores of the same retail chain on one street, yet customers flock to just one. What’s the secret to its popularity? What do they find there that draws them in, especially when the product range is identical? Analysis like this can significantly enhance your marketing strategy and boost sales,” she explained.

The experts also advised participants to broaden their survey methods beyond friends and family, recommending interviews with random passers-by or utilizing specialized websites. They noted that personal relationships can skew results, making feedback from strangers often more valuable.

Daria Fedorova, an Executive Assistant, shared her experience in developing reports and market analyses, offering insights into creating effective CustDev surveys across various niches. She outlined the steps involved in product or startup creation, highlighting the importance of testing ideas with potential consumers.

Lastly, Head of Transformation Valentina Ananyeva prepared accelerator participants for collaboration with a tracker—a specialist mentor who guides start-up teams through the program. This time, experts from Moscow, Samara, and St. Petersburg will work with students, providing them with opportunities to ask questions, seek assistance in challenging situations, and benefit from the real-world experiences of mentors who have successfully navigated the journey from idea to finished project multiple times.