The Target Audience tab is Darwin’s read on who your brand reaches — the demographics, the personas, the journey they take, and how they behave. It’s the audience picture that makes the rest of your marketing land.
Where to find it: Brand Analysis → Target Audience. Part of the Brand Analysis guide.
Target Audience — demographics, personas, the customer journey, and behavior.
Demographics
Four charts break down your audience: Age distribution (a donut, with the largest band called out), Gender split (a pie), Income levels (bars by bracket), and Geographic reach (share by region — North America, Europe, Asia, and so on).
Audience personas
Darwin builds persona cards — each with initials, a name, a role (e.g. “Chief Marketing Officer”), a Full profile or Detected badge, and Age and Engagement bars. Click a card to open it in the Persona Builder, or + Add persona to create one.
Customer journey
The journey is mapped in stages — Awareness, Consideration, Purchase, and Retention — each with a completion percentage and the channels that carry it (social, landing pages, email, onboarding, and so on). It shows where your funnel is strong and where people drop off.
Behavior & touchpoints
- Behavioral insights — observations about how buyers decide, each tagged with a sentiment and a confidence score.
- Key touchpoints — the channels people engage on (website, social, email), with an engagement level and trend.
Personas that flow into your campaigns
The personas here aren’t just a chart — they connect to the Persona Builder, so the audience Darwin detects becomes the audience you actually target when you build emails, ads, and carousels.
Common questions
Where do the personas come from?
Darwin detects them from your data; you can open, edit, or add to them in the Persona Builder.
What does the customer journey tell me?
Which stage is losing people — a low percentage at Consideration or Purchase is where to focus.
What’s next
- Build on these personas in the Persona Builder.
- See your strategic plays in SWOT Analysis.
- Back to Brand Analysis.