The audit is only as good as its profiles
A market profile describes a target population: its expectations, concerns, trust signals, attitude to price, payment habits and vocabulary. It is what gives the agents their point of view.
Where a profile comes from
Cultural studies
Recognised research on cultural dimensions and intercultural communication.
Consumer data
Official statistics, public surveys and industry reports on buying and payment habits.
Customer reviews
Public reviews of comparable products, to capture expectations and complaints in customers’ own words.
Local conversations
Forums and platforms popular in the country, for tone and current concerns.
Regulation
Price display, right of withdrawal, health claims, data protection.
How a profile is validated
- Every claim is linked to its sources. Anything that is an assumption is written as one.
- The profile is reviewed by native speakers of the market or people who know it closely.
- Where possible, it is checked against your real data: reviews, support questions, abandoned carts.
- It is updated regularly. The report states which profile version was used.
- A profile describes likely tendencies, never a certainty about each person.
The tolerance index
For each market, six axes receive one of three levels. It is a qualitative judgement, argued in the report, not a numerical score that would give a false sense of precision.
The customer in this market drops off or becomes wary. Fix first.
They carry on, but with a reservation that slows the decision.
The element reassures them and moves them forward. Keep it.
Promise · Proof · Price · Language · Data · Payment
A team of agents with one point of view: your customer’s
Each agent receives the profile of the market in question and judges your website through that mindset, not against a one-size-fits-all checklist.
Website and clarity
Is the promise understood within seconds? Do the tone and visuals suit this market?
Offer and price
Right currency, right notices, a readable price. Does it seem fair, expensive or suspicious to this customer?
Checkout journey
Where does the customer hesitate? Are the locally expected payment methods there? Optional.
Marketing
Do your arguments answer this market’s expectations and concerns? What should be rewritten, and how?
Coordinator
Cross-checks findings, removes duplicates and ranks each fix by impact and effort.
The limits, stated clearly
AI is not a real customer
The agents simulate tendencies. The report says so and, where useful, recommends tests with real people.
Bot protection
Some websites block automated browsing. Allow-listing or a staging site may be needed.
Variability
Two runs can differ slightly. Several runs are consolidated and key points are reviewed by a person.
Data protection
No real personal data is entered, payment stays in test mode, and a retention period is set.
Risk of clichés
Profiles stay nuanced and sourced. A finding that rests only on a stereotype is removed.