Use what is already available
Gather the material your business uses to explain its customers: inquiry notes, existing service descriptions and the questions people ask before buying. Read for differences in need and context. Two customers with the same job title may arrive with quite different reasons for seeking help.
Keep the evidence attached to the observation. A repeated question in your own records gives you something to discuss. A general impression from a single conversation should remain an impression. Both can belong in planning, as long as they are not presented with the same certainty.
Describe the buying situation
Write a short account of the situation in which someone would consider your offer. What are they trying to get done? What do they already have? Which part of the work are they willing to hand over, and which decisions will they keep?
These questions help connect an audience to a service you can actually provide. If the description keeps expanding to include almost any business, narrow it to the situation the current offer addresses most clearly. You can consider another audience separately rather than asking one description to cover everyone.
Make a planning choice
An audience priority is a decision about where to put attention for the next piece of work. It need not become a permanent description of every customer you will ever serve. Record why the audience is relevant and what information would make you reconsider.
Carry the choice into the offer
G.O.A.I. uses Growth, Offers & Audience Insights as connected planning questions. The audience discussion should therefore feed into the offer and the marketing plan. End with a specific choice the business can explain, including the uncertainty that remains, rather than a fictional portrait filled with invented personal details.