Target Group Analysis and Segmentation
There are only few propositions or communication strategies which attract and reach every consumer. To get optimal return from your marketing and communication efforts, it is important to highlight what you do, and for whom. Target group analysis is an essential instrument to get an indication of what drives people and how they can best be approached or convinced.
Right choices and ROI
Determining and targeting your target group is a challenging task, which is approached by most research agencies in a one dimensional manner. They describe target groups in terms of socio-demographic data or psychographic factors, for example. Motivaction goes a step further and looks from various angles at the fit between what you wish to communicate as a company and what attracts your target group. With this triangulation (or 360º) approach we assist you in making the communication more efficient and effective. With a higher ROI as a consequence.
How can target groups be analyzed?
Target groups can be described in many ways. Motivaction uses various instruments and tools with which the target groups are highlighted in a multi-disciplinary way, and from various perspectives. In this way we signal the best chances for growth. A number of these (general and domain-specific) instruments are:
- Segmentation (demographic, psychographic, values)
- Visual value maps
- Sensitivity for specific archetypes
- Social-cultural Undercurrents and trends
- Media behavior
- Sustainability issues
- Political preferences
- Persuasion Tactics
What does it offer you?
An overview of the target group gives you the possibility to zoom in and out on the background incentives and consumer profiles that make the difference for your organization or brand. A good target group analysis helps to respond more effectively to the touchpoints, to effectively determine the moments of truth of your target groups and offers pointers for richer brand stories.
Target group analysis research methods:
- BusinessLocus (entrepreneurial styles)
- Citizenship Styles
- Council and Citizen Panels
- Customer Journey Mapping
- Digitality (digital lifestyle research)
- Management Styles
- Segmentation research
- Shopper Decision Journey
- Vitality: Insights into the motives driving a vital society
- WorkLocus: knowing your employees