Target Audience 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 audience 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 audience is a challenging task, which is approached by most research agencies in a one dimensional manner. They describe target audiences 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 audiences be analyzed?

Target audiences can be described in many ways. Motivaction uses various instruments and tools with which the target audiences 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)
  • Lifestyle
  • 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 audience 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 audiences and offers pointers for richer brand stories.


Target audience analysis research methods:


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