Topic 2 Context analysis and target identification

Context analysis is an investigation of your target audience, their needs and interests, and the environment that surrounds them. It is the process of collecting information about a community, or the people who make up that community. You can do this by looking at where and how people talk about issues they talk about, which allows you to identify what matters to them.

Target analysis is a process of understanding who your specific customers are, what they want from you, and how they find you.

This includes:

  • researching where they spend time online
  • which social media platforms they use most often
  • what kind of content they respond best to.

This analysis helps you understand how best to get in front of them, whether through advertising on social media or any other means.

As soon as you complete this research, you will be ready to define the personalities involved in your community.

Examples of context and target analysis.

Context Analysis

Geographical info

Rural area located in a small region of South Italy. 

Demographic info

age 15-18, all genders included, , high education level, 2nd generation immigrants

Cultural info

Local dialect, local language, people buy products from local markets, Cherries Festival in May


Nature, trekking, sport, organic food, e-games


Social spaces to share ideas and improve the local economy

Observed Issues

There is no communication between the people in target

Micro-cultural elements (group, class, etc.)

They used to say “we” instead of “ciao”


They do not seem interested in participating in the project

Target Analysis

Social media platforms

TikTok, Twitch, Instagram, Youtube

Where do they use them?

At home, at school, outside

Favourite contents types

Video, reels, stories, lives


Funny videos, live on e-games, cooking shows

Time of activity

8-13, 13:30-20 and 1-2

Observed Issues

They do not know how to manage their own channel

Micro-cultural elements (group, class, etc.)

They use “clip” instead of “video”


They prefer to watch funny videos when they are together