How Do You Eat Your Chicken? A Model For decoding demographics

Understanding target demographics thoroughly is essential for creating effective copy. It's not sufficient to simply glance at a few aspects of your intended audience or your client's intended market; you must know the person intimately. This depth of understanding is achieved by examining various facets of their lives, and grasping the specifics of their daily routines, habits, preferences, and socio-economic backgrounds.

To truly know your target demographic, you need to gather detailed information about where they live, how they live, and what their daily lives look like. This comprehensive approach goes beyond basic statistics. While figures and demographics such as age, education level, technology use, and interests are helpful, they are just the beginning. For instance, knowing that your target is a 26-year-old with a bachelor’s degree who uses an iPhone, enjoys hip hop, and is a Formula One fan provides a starting point, but much more is needed to fully understand and effectively reach this person.

One useful framework for breaking down markets and understanding your audience is the "Chicken Model" which comes, as the name says, from observing how different people in Uganda get to eat their chicken. This model illustrates the diverse ways individual Ugandans approach a common task and from that you can extrapolate broader lifestyle and personality traits.

Consider the first group: those who, when they want chicken, pick up their phones and order delivery from an app, or go to a cafe or restaurant at a nearby mall. Can you picture this person? They are likely tech-savvy, value convenience, and have disposable income to spend on dining out or ordering in. This group might consist of young professionals who are busy, possibly living in urban areas where such services are readily available. Their lifestyle likely involves a fast-paced environment where efficiency and convenience are paramount, and they might frequently use various apps and online services to manage their daily tasks.

Then there are those who wait until early evening to get chicken from muchomo vendors who set up stalls. These individuals might have a bit less money than the previous group or perhaps just came from a lower-income background and, if they are now better-off financially, they still prefer street food. This is a crucial tell. This group will certainly respond differently to your message if it appeals to the “muntu wa wansi” than if it appeals to the “aspirational” themes that we usually deploy to get to communicate with urban middle-class.

They likely appreciate the affordability and immediacy of street food, indicating a preference for practical and economical choices. Their preference for street food could also indicate a social and outgoing nature, enjoying casual interactions and the bustling atmosphere of street markets.

Another group heads to the supermarket, picks a dressed and frozen package from the refrigerator aisle, and cooks it at home. This person might value the balance between convenience and cost-effectiveness. They likely enjoy cooking, have the necessary kitchen facilities, and are possibly more health-conscious, preferring to prepare their meals to ensure quality and freshness.

Their vital tell is that they probably have families and therefore prioritize homemade meals for their nutritional value. They might also enjoy the process of cooking as a form of relaxation or family bonding time.

Then there are those who chase down a hen, slaughter it, pluck it, eviscerate it, and then cook it. These individuals might live in rural areas, semi-urban areas or downtown. These people have lower incomes and are likely to be more connected to traditional practices and are likely more conservative. This group might include older generations

On the other end of the spectrum are those who simply inform their maid to instruct the cook to prepare chicken for dinner, finding it ready in the dining room of their mansion at supper time. This group represents individuals with significant disposable income, accustomed to a lifestyle where daily chores and cooking are delegated to household staff. They likely have high-status jobs, substantial wealth, and a lifestyle that includes luxury and convenience at every turn. This group might include business executives, wealthy families, and individuals in high-powered positions who prioritize time efficiency and have the means to outsource daily tasks.

By understanding how the person you intend to speak to with your copy eats chicken, you can extrapolate a fuller portrait of their life. This includes their likes and dislikes, habits, desires, fears, personalities, and more. For example, if your audience frequently gets chicken from a mall cafe, you can imagine them more vividly: perhaps they are late twenties professionals, educated, ambitious, well-compensated in their jobs, and lovers of the finer things in life. They might speak English as their first language, enjoy travelling, and have a taste for gourmet food and luxury brands. This understanding helps you tailor your message to resonate with their aspirations and lifestyle.

With this detailed portrait, you can communicate with your audience more convincingly because you understand who they are. Knowing their lifestyle choices, preferences, and values allows you to craft messages that resonate deeply. Whether you are writing advertisements, social media posts, or any other form of communication, this in-depth knowledge helps ensure your copy is relevant and engaging. For instance, if your audience values convenience and technology, highlighting the ease of online ordering and quick delivery in your copy would likely appeal to them.

The Chicken Model is a valuable tool for gaining insights into your target demographics, enabling you to craft messages that truly connect.