GxBar Porto — Audience Research → Personas → Content Direction

Context

GxBar Porto is a newly opened beauty salon (May 2025), expanding after Lisbon.
The goal was to understand the local and expat audience, identify unmet needs, and align content and marketing strategy accordingly — without paid ads.

My Role

Marketing Strategist (Local Market & Audience Focus)

What I Did

1. Audience Research (Qualitative + Quantitative)

• Analyzed existing active client base (visit frequency, average check, behavior)

• Conducted expat-focused qualitative research (English & Russian-speaking clients)

• Collected insights on:

  • Service expectations

  • Pain points with Porto salons

  • Language barriers

  • Booking & communication preferences

  • Sensitivity to hygiene, professionalism, and pricing transparency

2. Key Insights Identified

• Strong demand for:

  • English-speaking staff

  • Clear pricing & online booking

  • Quiet, efficient services (less chatting)

  • Trust in technical skill (hair, nails, brows)

• Friction points:

  • Inconsistent service quality in Porto

  • Poor communication / not being listened to

  • Overpriced “basic” services

• Content gap:

  • Lack of master-focused portfolios

  • Lack of clear expectation-setting before booking

3. Persona Creation

Built clear target personas based on real data (not assumptions), including:

• Expat professionals

• Slavic-speaking clients with specific hair needs

• Local European clients focused on efficiency & value

Each persona included:

• Needs

• Pain points

• Decision drivers

• Content triggers

4. Content & Strategy Direction

Based on research, proposed content that:

• Reduces anxiety before booking

• Builds trust in masters’ skills

• Makes the salon feel predictable and safe

Examples:

• Master introductions with portfolios

• Single-master carousels (hair / nails)

• Clear “what to expect” service posts

• Emphasis on hygiene, professionalism, and quiet experience

Results (Early Stage)

• 📈 +100 organic followers in ~2 months

• 🚫 No paid ads

• 👥 Growth driven by relevant, local audience

• 🧠 Strong qualitative feedback alignment with content direction

This phase focused on foundation and retention, not aggressive scaling.