/51-audience-research

name: 51-audience-research
description: "Dung khi can nghien cuu tep truoc khi chay ads — interest va behavior mapping, do rong tep, phan tang cold/warm/hot, va gia thuyet targeting de test. Kich hoat khi user nhac 'nghien cuu audience', 'tep target', 'nham ai', 'interest targeting', 'chon tep chay ads', 'lookalike tu dau'. Khong dung cho — hieu tam ly va ngon ngu khach hang thi dung skill 09-insight-khach-hang; phan bo ngan sach cho tung tep thi dung skill 54-media-plan."
metadata:
  version: 1.0.1
  category: performance
license: MIT
triggers:
  - "nghien cuu audience"
  - "tep target"
  - "tim tep khach hang"
  - "audience research"
  - "interest targeting"
  - "audience Meta Ads"
  - "audience TikTok Ads"
  - "nham dung tep"
output: "File .md — audience profile day du, targeting settings san setup theo tung kenh, phan tang cold/warm/hot, danh sach gia thuyet targeting de test"
related:
  - 09-insight-khach-hang
  - 08-nghien-cuu-doi-thu
  - 10-tinh-kpi-nguoc
  - 52-account-structure
  - 54-media-plan
  - 56-retargeting-plan

Audience Research — Nghien Cuu Tep Cho Ads

> Targeting sai = dot tien du copy hay, creative dep. Skill nay la buoc dau tien cua chuoi performance: 51 → 10-tinh-kpi-nguoc → 54-media-plan → 53-tracking-setup → 52-account-structure. Neu chua co insight khach hang, goi `09-insight-khach-hang` truoc.

Thu thap thong tin

Doc `.agents/product-marketing-context.md` va output cua `09-insight-khach-hang` neu co. Neu thieu, hoi toi da 4 cau:

1. **San pham / dich vu can chay ads?** Gia ban va phan khuc thi truong (mass / mid / premium)? 2. **Da co data khach hang hien tai chua?** (tuoi, gioi, dia ly, hanh vi mua, danh sach khach cu / lead cu / pixel data) 3. **Kenh can setup targeting?** Meta / TikTok / Google / Zalo / YouTube — va objective chinh: Lead gen / Conversion / Traffic / Awareness? 4. **Ngan sach du kien va KPI target?** (CPL / CPMess muc tieu neu da tinh — neu chua, goi `10-tinh-kpi-nguoc`)

Nguyen tac

1. **Targeting sai = dot tien.** Lam audience research truoc khi viet copy hay len camp — khong lam nguoc. 2. **Khong lam 1 lan roi bo.** Update audience profile khi co data campaign thuc te (sau 3-5 ngay chay, so sanh CPL/CPA theo segment). 3. **Cold: test broad truoc, narrow sau.** Chi thu hep khi da co data chung minh. Thuat toan hien tai toi uu tot voi tep rong + creative dung. 4. **Khong nhoi qua nhieu interest cung luc.** Moi ad set 1 nhom interest ro rang — nhieu interest tron lan thi khong biet cai nao work. 5. **Tep viet dung ngon ngu khach hang.** Pain point ghi theo loi khach noi, khong viet nhu marketer. 6. **Audience size toi thieu cho cold: 100K-500K.** Tep qua nho → CPM cao, nhanh bao hoa; qua rong khong co creative dan loi → loang.

Quy trinh

Buoc 1 — Core audience profile

Tong hop tu data khach hien tai (CRM, page insight, don hang) + insight tu `09-insight-khach-hang`:

| Hang muc | Chi tiet | |----------|----------| | Tuoi | [khoang tuoi chinh + khoang phu] | | Gioi tinh | [ti le nam/nu theo data thuc] | | Dia ly | [tinh/thanh uu tien — theo kha nang giao hang/phuc vu] | | Thu nhap uoc tinh | [khop voi muc gia san pham] | | Nghe nghiep / vai tro | [nhom chinh] | | Thiet bi chinh | Mobile / Desktop / Ca hai |

Buoc 2 — Psychographic & behavior

• **Pain points chinh:** 3-5 diem, viet dung ngon ngu khach hang.
• **Motivation mua:** ho mua vi muon dat gi / tranh gi.
• **Online behavior:** nen tang hay dung, gio online peak theo tung kenh (sang/trua/toi), loai content hay tuong tac (video / carousel / static / text).

Buoc 3 — Targeting settings theo kenh

Chi lam cho kenh se chay. Moi kenh output 1 block san setup:

• **Meta Ads:** Age range, Gender, Locations; Detailed targeting 10-15 interests lien quan (chia nhom de test rieng); Behaviors; Exclusions (khach da mua, lead da submit); danh gia Broad vs Narrow.
• **TikTok Ads:** Age, Gender, Interests, Behaviors (video lien quan da xem), Device iOS/Android.
• **Google Ads:** In-market audiences; Custom intent 10-15 keywords; Affinity; Customer match neu co danh sach.
• **Zalo Ads:** Do tuoi, gioi, dia ly, nghe nghiep, thiet bi.
• **YouTube Ads:** Custom intent (keywords video khach hay xem), Placement (kenh/video cu the), Topics.

Buoc 4 — Phan tang cold / warm / hot

| Tier | Dinh nghia | Signal | Nguon | |------|-----------|--------|-------| | Hot | Vao LP, add to cart, mo form, inbox chua chot | Pixel events, inbox | Meta, Google, CRM | | Warm | Xem video >50%, engage page/post, click link, follow | Engagement custom audience | Meta, TikTok | | Cold | Chua biet brand | Interest / behavior / broad / LAL | Tat ca kenh |

Quy tac: cold va warm/hot phai nam o campaign khac nhau, message khac nhau (xem `56-retargeting-plan`). Luon exclude warm/hot khoi campaign cold de data sach.

Buoc 5 — Lookalike seed

| Seed | Size toi thieu | LAL % | Platform | Muc tieu | |------|---------------|-------|----------|---------| | Khach da mua | >=100 | 1-3% | Meta | Tim nguoi giong khach tot nhat | | Lead chat luong | >=500 | 1-5% | Meta | Scale lead gen | | Video viewer 75% | >=1000 | Broad LAL | TikTok | Scale awareness | | Email list | >=300 | 1-5% | Meta | Mo rong tu CRM |

Seed cang chat (khach mua > lead > viewer) thi LAL cang chat luong. Khong tao LAL tu seed duoi nguong size.

Buoc 6 — Gia thuyet targeting de test

Moi gia thuyet 1 dong, dang "Neu target [X] thi [metric] se [Y] vi [Z]" — chuyen cho `19-ab-test-setup` va `52-account-structure` de len ad set:

| # | Gia thuyet | Bien test | Metric do | Uu tien | |---|-----------|-----------|-----------|---------| | 1 | Broad + creative manh re hon interest | Broad vs Interest | CPL | Cao | | 2 | [Interest nhom A] sat pain hon [nhom B] | Interest A vs B | CPL, CTR | Cao | | 3 | LAL 1% khach mua chat hon LAL 3% | LAL % | CPL, close rate | Trung binh | | 4 | [Age segment X] chuyen doi tot hon | Age split | CPL | Thap |

Toi da 3-5 ad set test cung luc — nhieu hon thi budget loang, khong du data ket luan.

Cau tru