Target Group Analysis

Identifying target groups and determining their needs

Although customers are different in their characteristics and needs, it is possible to find customer groups that display similarities with each other and, at the same time, show differences to other customer groups. The purpose of a target group analysis is to describe and understand these target groups. In some cases it is necessary to identify the target groups first (e.g. by means of market segmentation). The selection of features according to which the target groups are analysed depends on your strategic targets. If  you wish to sell a product, for instance, the focus will no doubt be on product preferences and aspects of product use. If on the other hand your intention is to improve the alignment between your brand and its target group, you will find that attitudinal characteristics and affective responses acquire greater relevance.

Your Questions

  • How many different target groups can be identified?

  • What specific features (e.g. needs and preferences) do these target groups have?

  • Which target groups are particularly attractive against the background of our strategic goals (e.g. sales or profit maximization)?

  • Which solutions/products are suitable for the respective target group?

  • How can the individual target groups be reached and addressed?

Our Solution

We use a standardized questionnaire to register all relevant features for conducting the target group analysis. The questions and scales are geared primarily at yielding results of maximum selectivity.

Depending on the aim of the analysis, It may be sensible to integrate specific methodical and interview techniques. For instance, we use the Max-Diff technique or conjoint analysis to prevent inflation in claims ("everything is important") when asked to examine customer preferences or wishes. If a target group is to be described on the basis of brand association, we also measure the respondents' gut feeling, making them judge under time pressure.

We use qualitative methods such as in-depth interviews whenever asked to acquire greater understanding of the underlying needs and motives of a target group.

Your Results

  • Profiles provide you with a precise description of your target groups. We use images to give you an impression of typical representatives of the respective target group.

  • We draw on simple visual presentations to elucidate which target groups are particularly attractive due to their size, attitude, behavioural characteristics or other factors.

  • Mapping methods allow you to see at a glance where the various target groups can be located with regard to corresponding target criteria (e.g. purchase intention and customer loyalty).

  • We summarize the individual results in recommendations for action that help you successfully tailor your brand or products for certain target groups.

Contact us

Dr. Torsten Melles Managing Partner
+49 (0) 21 03 / 25 819 - 33