51 audience research skill

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.

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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:

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

Nguyen tac

Targeting sai = dot tien. Lam audience research truoc khi viet copy hay len camp — khong lam nguoc.
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).
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.
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.
Tep viet dung ngon ngu khach hang. Pain point ghi theo loi khach noi, khong viet nhu marketer.
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 truc ket qua

Ten file: audience-research-[ten-san-pham]-[YYYYMMDD].md

# Audience Research — [San pham]
Ngay: [YYYY-MM-DD] · Kenh: [Meta/TikTok/...] · Objective: [Lead/Conversion/...]

## 1. Core audience profile
| Tuoi | Gioi | Dia ly | Thu nhap | Nghe nghiep | Thiet bi |

## 2. Psychographic & behavior
- Pain points: [3-5, ngon ngu khach hang]
- Motivation: [muon gi / tranh gi]
- Online behavior: [nen tang, gio peak, format ua thich]

## 3. Targeting settings theo kenh
### Meta: [age/gender/location/interests theo nhom/behaviors/exclusions]
### TikTok: [...] · Google: [...] · Zalo: [...]

## 4. Audience tiers
| Tier | Audience | Signal | Campaign su dung |

## 5. Lookalike seeds
| Seed | Size | LAL % | Platform | Muc tieu |

## 6. Gia thuyet targeting (chuyen cho A/B test)
| # | Gia thuyet | Bien test | Metric | Uu tien |

## 7. Ghi chu do rong tep
- Audience size uoc tinh tung ad set: [so] — cold nen o 100K-500K
- Overlap can tranh: [cac tep de trung nhau]

Sau khi co data thuc te

Sau 3-5 ngay chay: so sanh CPL/CPA theo tung audience segment, ghi lai winner/loser vao profile.
Tep thang → nhan sang LAL/broad tuong tu (xem 55-scaling-ads). Tep thua → ghi ly do, khong test lai y het.
Moi ky (thang) doi chieu lai profile voi data CRM: lead tu tep nao chot tot nhat — CPL re chua chac lead chat.

Lien ket skill

09-insight-khach-hang: chay truoc — cung insight, pain, ngon ngu khach hang.
08-nghien-cuu-doi-thu: xem doi thu dang target ai, angle nao (Ads Library).
10-tinh-kpi-nguoc: tinh CPL max / budget truoc khi len plan.
54-media-plan: dung audience nay de phan bo kenh va budget.
52-account-structure: chuyen targeting settings thanh cau truc ad set.
56-retargeting-plan: chi tiet phan tang warm/hot va message theo tang.

Checklist chat luong

Profile dua tren data thuc (CRM, page insight, khao sat) — khong doan
Pain points viet dung ngon ngu khach hang, khong phai ngon ngu marketer
Targeting settings du cho tung kenh se chay, san paste vao Ads Manager
Co du 3 tang cold/warm/hot + quy tac exclude giua cac tang
LAL seed du size toi thieu, ghi ro % test
Co 3-5 gia thuyet targeting kem bien test va metric do
Audience size cold trong khoang 100K-500K (hoac ghi ro ly do lech)
Co ke hoach update profile sau 3-5 ngay chay thuc te

1	---
2	name: 51-audience-research
3	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."
4	metadata:
5	version: 1.0.1
6	category: performance
7	license: MIT
8	triggers:
9	- "nghien cuu audience"
10	- "tep target"
11	- "tim tep khach hang"
12	- "audience research"
13	- "interest targeting"
14	- "audience Meta Ads"
15	- "audience TikTok Ads"
16	- "nham dung tep"
17	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"
18	related:
19	- 09-insight-khach-hang
20	- 08-nghien-cuu-doi-thu
21	- 10-tinh-kpi-nguoc
22	- 52-account-structure
23	- 54-media-plan
24	- 56-retargeting-plan
25	---
26
27	# Audience Research — Nghien Cuu Tep Cho Ads
28
29	> 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.
30
31	## Thu thap thong tin
32
33	Doc `.agents/product-marketing-context.md` va output cua `09-insight-khach-hang` neu co. Neu thieu, hoi toi da 4 cau:
34
35	1. San pham / dich vu can chay ads? Gia ban va phan khuc thi truong (mass / mid / premium)?
36	2. Da co data khach hang hien tai chua? (tuoi, gioi, dia ly, hanh vi mua, danh sach khach cu / lead cu / pixel data)
37	3. Kenh can setup targeting? Meta / TikTok / Google / Zalo / YouTube — va objective chinh: Lead gen / Conversion / Traffic / Awareness?
38	4. Ngan sach du kien va KPI target? (CPL / CPMess muc tieu neu da tinh — neu chua, goi `10-tinh-kpi-nguoc`)
39
40	## Nguyen tac
41
42	1. Targeting sai = dot tien. Lam audience research truoc khi viet copy hay len camp — khong lam nguoc.
43	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).
44	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.
45	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.
46	5. Tep viet dung ngon ngu khach hang. Pain point ghi theo loi khach noi, khong viet nhu marketer.
47	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.
48
49	## Quy trinh
50
51	### Buoc 1 — Core audience profile
52
53	Tong hop tu data khach hien tai (CRM, page insight, don hang) + insight tu `09-insight-khach-hang`:
54
55	\| Hang muc \| Chi tiet \|
56	\|----------\|----------\|
57	\| Tuoi \| [khoang tuoi chinh + khoang phu] \|
58	\| Gioi tinh \| [ti le nam/nu theo data thuc] \|
59	\| Dia ly \| [tinh/thanh uu tien — theo kha nang giao hang/phuc vu] \|
60	\| Thu nhap uoc tinh \| [khop voi muc gia san pham] \|
61	\| Nghe nghiep / vai tro \| [nhom chinh] \|
62	\| Thiet bi chinh \| Mobile / Desktop / Ca hai \|
63
64	### Buoc 2 — Psychographic & behavior
65
66	- Pain points chinh: 3-5 diem, viet dung ngon ngu khach hang.
67	- Motivation mua: ho mua vi muon dat gi / tranh gi.
68	- Online behavior: nen tang hay dung, gio online peak theo tung kenh (sang/trua/toi), loai content hay tuong tac (video / carousel / static / text).
69
70	### Buoc 3 — Targeting settings theo kenh
71
72	Chi lam cho kenh se chay. Moi kenh output 1 block san setup:
73
74	- 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.
75	- TikTok Ads: Age, Gender, Interests, Behaviors (video lien quan da xem), Device iOS/Android.
76	- Google Ads: In-market audiences; Custom intent 10-15 keywords; Affinity; Customer match neu co danh sach.
77	- Zalo Ads: Do tuoi, gioi, dia ly, nghe nghiep, thiet bi.
78	- YouTube Ads: Custom intent (keywords video khach hay xem), Placement (kenh/video cu the), Topics.
79
80	### Buoc 4 — Phan tang cold / warm / hot
81
82	\| Tier \| Dinh nghia \| Signal \| Nguon \|
83	\|------\|-----------\|--------\|-------\|
84	\| Hot \| Vao LP, add to cart, mo form, inbox chua chot \| Pixel events, inbox \| Meta, Google, CRM \|
85	\| Warm \| Xem video >50%, engage page/post, click link, follow \| Engagement custom audience \| Meta, TikTok \|
86	\| Cold \| Chua biet brand \| Interest / behavior / broad / LAL \| Tat ca kenh \|
87
88	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.
89
90	### Buoc 5 — Lookalike seed
91
92	\| Seed \| Size toi thieu \| LAL % \| Platform \| Muc tieu \|
93	\|------\|---------------\|-------\|----------\|---------\|
94	\| Khach da mua \| >=100 \| 1-3% \| Meta \| Tim nguoi giong khach tot nhat \|
95	\| Lead chat luong \| >=500 \| 1-5% \| Meta \| Scale lead gen \|
96	\| Video viewer 75% \| >=1000 \| Broad LAL \| TikTok \| Scale awareness \|
97	\| Email list \| >=300 \| 1-5% \| Meta \| Mo rong tu CRM \|
98
99	Seed cang chat (khach mua > lead > viewer) thi LAL cang chat luong. Khong tao LAL tu seed duoi nguong size.
100
101	### Buoc 6 — Gia thuyet targeting de test
102
103	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:
104
105	\| # \| Gia thuyet \| Bien test \| Metric do \| Uu tien \|
106	\|---\|-----------\|-----------\|-----------\|---------\|
107	\| 1 \| Broad + creative manh re hon interest \| Broad vs Interest \| CPL \| Cao \|
108	\| 2 \| [Interest nhom A] sat pain hon [nhom B] \| Interest A vs B \| CPL, CTR \| Cao \|
109	\| 3 \| LAL 1% khach mua chat hon LAL 3% \| LAL % \| CPL, close rate \| Trung binh \|
110	\| 4 \| [Age segment X] chuyen doi tot hon \| Age split \| CPL \| Thap \|
111
112	Toi da 3-5 ad set test cung luc — nhieu hon thi budget loang, khong du data ket luan.
113
114	## Cau truc ket qua
115
116	Ten file: `audience-research-[ten-san-pham]-[YYYYMMDD].md`
117
118	```markdown
119	# Audience Research — [San pham]
120	Ngay: [YYYY-MM-DD] · Kenh: [Meta/TikTok/...] · Objective: [Lead/Conversion/...]
121
122	## 1. Core audience profile
123	\| Tuoi \| Gioi \| Dia ly \| Thu nhap \| Nghe nghiep \| Thiet bi \|
124
125	## 2. Psychographic & behavior
126	- Pain points: [3-5, ngon ngu khach hang]
127	- Motivation: [muon gi / tranh gi]
128	- Online behavior: [nen tang, gio peak, format ua thich]
129
130	## 3. Targeting settings theo kenh
131	### Meta: [age/gender/location/interests theo nhom/behaviors/exclusions]
132	### TikTok: [...] · Google: [...] · Zalo: [...]
133
134	## 4. Audience tiers
135	\| Tier \| Audience \| Signal \| Campaign su dung \|
136
137	## 5. Lookalike seeds
138	\| Seed \| Size \| LAL % \| Platform \| Muc tieu \|
139
140	## 6. Gia thuyet targeting (chuyen cho A/B test)
141	\| # \| Gia thuyet \| Bien test \| Metric \| Uu tien \|
142
143	## 7. Ghi chu do rong tep
144	- Audience size uoc tinh tung ad set: [so] — cold nen o 100K-500K
145	- Overlap can tranh: [cac tep de trung nhau]
146	```
147
148	## Sau khi co data thuc te
149
150	- Sau 3-5 ngay chay: so sanh CPL/CPA theo tung audience segment, ghi lai winner/loser vao profile.
151	- Tep thang → nhan sang LAL/broad tuong tu (xem `55-scaling-ads`). Tep thua → ghi ly do, khong test lai y het.
152	- Moi ky (thang) doi chieu lai profile voi data CRM: lead tu tep nao chot tot nhat — CPL re chua chac lead chat.
153
154	## Lien ket skill
155
156	- `09-insight-khach-hang`: chay truoc — cung insight, pain, ngon ngu khach hang.
157	- `08-nghien-cuu-doi-thu`: xem doi thu dang target ai, angle nao (Ads Library).
158	- `10-tinh-kpi-nguoc`: tinh CPL max / budget truoc khi len plan.
159	- `54-media-plan`: dung audience nay de phan bo kenh va budget.
160	- `52-account-structure`: chuyen targeting settings thanh cau truc ad set.
161	- `56-retargeting-plan`: chi tiet phan tang warm/hot va message theo tang.
162
163	## Checklist chat luong
164
165	- [ ] Profile dua tren data thuc (CRM, page insight, khao sat) — khong doan
166	- [ ] Pain points viet dung ngon ngu khach hang, khong phai ngon ngu marketer
167	- [ ] Targeting settings du cho tung kenh se chay, san paste vao Ads Manager
168	- [ ] Co du 3 tang cold/warm/hot + quy tac exclude giua cac tang
169	- [ ] LAL seed du size toi thieu, ghi ro % test
170	- [ ] Co 3-5 gia thuyet targeting kem bien test va metric do
171	- [ ] Audience size cold trong khoang 100K-500K (hoac ghi ro ly do lech)
172	- [ ] Co ke hoach update profile sau 3-5 ngay chay thuc te
173

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