Objective: To use real users to help inform and validate the brand and it's tone of voice, ultimately aiding in the definition of a target audience.

Outputs: Potential audiences can be researched and interviewed, with insights used to inform the brand definition, or inform research and IA stages

This can help answer questions such as:

• How will the audience I want to target react to my product?

• What are the existing habits of the audience I want to target?

• What kinds of audiences do my competitors have?

• Does my company's tone of voice resonate with this audience?