How would you describe your target group

7 steps to a successful target group analysis

introduction

Demanding online enthusiast or fitness hero? Single top earner or family man? Male, female, middle-aged, mobile shopper, soccer fan? In marketing, a clear focus on the target group is essential.


The most important factor for success in the market is to find the right match between your own product and the people who will later use the product or service.


For example, in order to not only lure potential customers to a website, but also convert them into actual buyers, one has to find out who is theirs Core target group is. You have to know exactly what this target group wants, how they make their purchase decision and what added value they expect from a service.


It is therefore about connecting with the consumer. This only works if you narrow down your target group as precisely as possible before addressing them. The goal is that speech as accurately as possible to align with the needs of the target group.


Why target audience analysis is important

Customer satisfaction is the foundation of entrepreneurial success. In order to guarantee the highest possible customer satisfaction, it is necessary to find out detailed information about the market for a product or service with the help of a target group analysis.

With this knowledge, the product / service can be profiled in such a way that the requirements of the target group can be understood as best as possible and addressed through marketing. If no target group analysis is carried out before product development, it can quickly happen that your idea never reaches the intended audience.

You should therefore know who your customers are: if you know, for example, the websites they visit or what they search for on Google, you are one big step closer to them. If you also know which criteria they use to select products and compare them with one another, you can deduce how your website should be structured in terms of content. Any additional information that you learn about your target group is therefore worth gold. How to get this information with the help of research, surveys, user profiles and surveys is explained here step by step.

 

Carry out target group analysis


1) Find and define the right target group

Since it is essential to understand exactly the people you want to address, the first thing to do is Definition of the target group in the foreground. A target group comprises a group of people with as homogeneous as possible, i.e. the same or similar needs. It is usually described in terms of demographic and socio-economic characteristics, such as “unmarried women aged 25 to 40 with high incomes. In addition to characteristics such as gender, age, income or place of residence, information on marital status, education, occupation and position also play a role.


If you deal extensively with the product and the people who buy it, the target group definition enables a targeted approach to the consumer and thus a more effective and consequently efficient marketing. A target group analysis can also be carried out in the run-up to advertising campaigns Advertising planning to better understand preferences and behavior patterns and thus advertise efficiently.


The agency Fischer Appelt uses Appinio for target group analysis in advertising planning.


2) Research the purchasing behavior of the target group

While the focus of the target group definition is on socio-demographic data, we are interested in the target groupanalysis especially the Lifestyle and behavior of the target group - why they buy, when, through which channels. In order to understand the challenges customers face, one should have answers to the following questions:

  • How can you describe your life situation?
  • What unsatisfied needs do customers have?
  • What is the purchase motive of the targeted customers?
  • Who makes or influences the purchase decision?
  • Where and when do you buy?
  • What are the buying frequencies?

In addition to these questions, it is important to consider different behavioral characteristics, attitudes and values ​​of the people being examined - the so-called psychographic characteristics. Environmental awareness and use of resources, character traits, brand preferences and consumption habits. While part of the target group could be more conservative, for example, another part may be all the more open to new things. This diversity of user types can best be illustrated by further segmenting your target group and subdividing it into different main target groups.


3) Connect with customers

But how do you get information on the consumer behavior of the target group? The simplest answer to this: questions! Whether it is asking people to participate in qualitative surveys or filling out simple questionnaires - direct inquiries are in many cases the simplest and most efficient method (so-called Primary research). It is not absolutely necessary that a large customer base already exists. In market research, surveys can simply be played out specifically to people who meet the desired characteristics and are accordingly representative of their own target group.


In the absence of any empirical values, i.e. if you are at the very beginning with your business idea, it is sufficient to start with one fictional target group set up and analyze. Through customer surveys and tracking of purchasing behavior, you will gradually learn more and more about your target group and improve the definition step by step.

This task exists in every company: Since user behavior changes very quickly in the digital world, target groups and their behavior are also constantly changing. So that is Target group analysis a dynamic process, which requires that the topicality of the target group is checked regularly. The following measures should therefore not only be carried out at the beginning of a new business idea, but continuously:


  • Internal company data: What information is already available?
  • Evaluate target group analysis of a similar product
  • Carry out qualitative interviews / surveys
  • internal user tests to eliminate vulnerabilities
  • Observations of the market, trends and current developments
  • Survey of superiors, colleagues, contact persons

Carry out target group analysis


4) Survey the target group quickly and easily digitally

After the first users have registered, but at the latest after the first consumers have emerged, you should ask them. What do these consumers do in their free time? What interests you apart from work and family? A direct survey with a questionnaire is the Opportunity to obtain a lot of specific information about the personal background of the use and to get to know your target group.

For a long time, asking customers about their consumption experience was considered a tedious process, as you had to interview each individual customer personally. Nowadays, a target group analysis can be carried out easily with the help of digital market research. Once the questionnaire has been created, it is available digitally and can therefore be played out to all customers. Not only is it much easier to get opinions, it is also much more efficient.


Areas of application for surveys on customer satisfaction

Would you like to find out how a certain product or service is received by your own target group (Product feedback), data should be collected from those users who were used as recently as possible. Which bottle and which label of the brand new smoothie do you like best? How is the trailer of the original action thriller received by frequent moviegoers? The results can be used to optimize products and eliminate potential defects.

In a further step, however, the general Improve customer experience: If you conduct regular surveys with your customers, you make both top buyers and newcomers aware that you are present - and that you value them as customers. In doing so, questions can be asked not only about their satisfaction, but also which expectations are not met by existing products. This in turn serves as input for developing new products. Rewards in the form of vouchers or competitions can also be advertised for this.

But what about the Efficiency of products and services? Customers who haven't been active for a while can answer that by asking what they don't like right now and what can be done to win them back as customers.


In addition, the most loyal customers are extremely important in building a long term Customer loyalty. To this too measure up, it makes sense to ask the frequent users of your own service or product separately: What do they like? What should be changed? And what should happen next? When customers understand that they are important to you and that they can make a difference themselves with their feedback, they are usually more than willing to answer questions in detail.

Here it is also advisable to go a little more in-depth, for example by asking about the history that ultimately led to its use.


  • How did you go about researching potential providers?
  • And how did you make a selection from this?
  • What prevented or delayed the purchase decision?

Questions that can be broken down further and further and provide more and more information about whether and in what way your own product is relevant to the target group. After all, it is about offering potential customers exactly what they are looking for.


5) Design and play out the questionnaire

Online tools are particularly suitable for asking specific questions to your target group. This is where the The advantage is that not only your own customers, but also "non-customers" or the customers of the competition can be interviewed anonymously. There is a lot to learn from these potential customers as well.

Regardless of whether you ask your most loyal regular customers or want to get general feedback on a specific product - when designing a questionnaire, three essential aspects should be considered:


  • Clear, concrete and not too many questions ask: Respondents should be able to understand exactly what it is about and be able to answer specific questions. Inaccurate questions lead to imprecise, vague answers. In addition, precise questions are much easier and therefore more pleasant to answer.
  • Sufficient large sample choose: In order to achieve a statistically valid result and to minimize the error tolerance, the sample should be between 500 and 1,000 participants.
  • On Eye level with the target group Communicate: The content of the questions should never be duplicated, the questions should be formulated neutrally and written in a customer-friendly language.

When designing the questions, it is also important to select them depending on the area of ​​application. So you should know what you want to achieve with a survey.


Specific questions can also be asked about the products or services of a brand or a company. Specifically, questions can be asked about satisfaction with the products as a whole, the quality, the price, the price-performance ratio, the offer or the selection, the product properties, etc. Another interesting question is whether customers would use the brand or the company again or would even recommend it to others.


Not only existing customers can do it, but also potential customer be interviewed.

In the Appinio dashboard you will find survey templates and sample surveys for target group analyzes.


Carry out target group analysis


6) Conduct qualitative surveys using free text answers

In order to achieve the highest possible quality of answers, it is advisable to include open questions in individual surveys. Similar to focus groups, this one comes upqualitative survey open questionsin which participants can enter their answers in their own words. In contrast to the predefined alternative answers to other questions, information can be obtained that may not have been considered yet.


In addition to personal attitudes towards the product, it can also be queried how users use the product. Are you having difficulties doing this? Which content and functions are not used? What do you particularly like, what is missing? Participants can also be asked to take a photo or video that shows the use of the product (e.g. a photo of their own kitchen, etc.).


When it comes to analyzing the actual opinion of the target group, open questions always prove themselves. If you add several statements together, you get adifferentiated opinion with requirements and needs. Free text questions can therefore provide valuable insights both for new developments and for an existing product.

As a rule, pure free-text questions are quite complex type of survey, because on the one hand you depend on conscientious and committed participants, on the other hand you have to evaluate the results with their diverse and individual answers. When creating surveys with online market research tools, however, there is the advantage that the answers entered are directly available in digital form. The results can be illustrated with the help of so-called word clouds, so that a systematic evaluation also with open questions is possible.


7) Create user profiles of specific target group representatives

A lot of information can be gathered from various surveys among customers and non-customers that has to be analyzed, evaluated and also illustrated. The aim of these analyzes and evaluations should be to create user profiles. User profiles can help that Desires and needs of the target group to understand and generally better empathize with them.


So finally a meaningful profile for every typical target group representative be created (or for any main audience). Whether real or imaginary, each user profile (or persona) is given a name, age, occupation and other central, identifiable characteristics. It then concisely explains what this persona will expect from the product or service. In this way, the anonymous target group becomes “human”.


It is essential to feed these user profiles repeatedly with the newly gained data from personal conversations or surveys and to feed themas current as possible to keep. Because the clearer the user profile, the sooner you will be able to surprise and inspire your target group. Then it is all the more quickly possible to exert a high level of attraction on consumers.


While a target group analysis is not just theBasis for every successful marketing strategy represents, the regular updating of the target group (with additional primary research and an adaptation of the user profiles) offers the opportunity to refine its product strategy and brand value in the long term.


In the Appinio dashboard you will find survey templates and sample surveys for target group analyzes.