Audience example

How to gather this information

Don’t just guess—listen. You can:

• Ask directly through surveys, feedback forms, or small group discussions.
• Listen actively in conversations with those you serve. What do they repeat? What worries or excites them?
• Observe behaviour—what events or programs are people drawn to? Where do they disengage?
• Pray and discern—invite God into the process, asking Him to help you see people as He sees them.
• Engage your team—volunteers, staff, and leaders may notice different things. Collect their insights for a fuller picture.

Let’s imagine a person your ministry could serve:

Name: Sarah

Demographics: 34 years old, single mother of two, works part-time as a cashier.

Psychographics: Values family and stability, loves reading inspirational stories, feels discouraged when it comes to managing finances and parenting alone.

Intellectual: Knows her church runs programs but doesn’t always understand how they apply to her.

Emotional: Feels overwhelmed and unseen. She is looking for encouragement, guidance, and practical tools that help her make life manageable.

When you create a message or program with someone like Sarah in mind, you aren’t just designing content—you’re meeting a real person where they are. And when Sarah feels understood, she will be more open to trust your ministry and share it with others.