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Posted: September 11th, 2023

There are two key sections to a consumer profile. The first is the demographic profile followed by the psychological profile.
Beginning with the demographics, start with the general population figure of your target audience (male and female individuals between the ages of 35 to 44) using the information from the U.S. Census Bureau.
https://www2.census.gov/library/publications/decennial/2020/census-briefs/c2020br-06.pdf
Then narrow that general population figure to a more specific target audience population. The target audience population can be determined by using the percentage figure found at the Home Industry Standard Design.
https://homeisd.com/diy-trends-and-statistics/
Finally, include the appropriate demographic information on your target audience. These characteristics include ethnicity, geographical location, education, employment status, marital status, and household income/composition.
Psychographic data refers to your consumer’s attitude, aspirations, activities, interests, lifestyle and the like. For the purposes of this consumer profile and media plan, you should include their use of the various media types. Many times, you can review information on generational groups for psychographic information. In this case, your target audience is a mix of older Millennials and younger Gen Xers. Another direction to consider is general information on DIY consumers. There is plenty of information available online regarding the DIY consumer group. One good source is diyconsumer.com.
https://divvyhq.com/content-strategy/what-are-psychographics/