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.
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.
Now it’s time for you to try. Think of one person your ministry is trying to reach. Give them a name and describe them using the categories above: demographics, psychographics, intellectual, and emotional. The more specific you are, the easier it will be to create communication that resonates.