Who are the principle actors and audiences? What are their interests in the subject of the campaign. What does the campaign problem look like to them? Remember that for some of these, what may look like a problem to you, will not look like a problem at all. Which of their behaviours might the campaign affect and influence? What might motivate their behavioural change? It is useful to think of targeting in terms of a spectrum with those strongly supporting your campaign at one end and those strongly opposed at the other. Good targeting aims to secure the middle ground before attempting any advance on extreme positions.

A common mistake in campaigning is to focus too much attention on trying to win over audiences which are extremely opposed to your campaign. Focus instead on winning over the middle ground in order to isolate and pressurise those who are extremely opposed. This is especially important during the build up phase of your campaign. See targeting in 7 jewels.