The way we buy and the way we choose what we buy changed dramatically over the last years. We have access to information like never before. It’s a dynamic process and keeping up with it is a big challenge.
Brands and companies need to continually update what they know about their consumers: how they behave, what motivates them, which channels they use to get information, and how they’re changing and evolving.
What exactly do you know about your target group?
Usually, companies go with traditional demographics and add a ‘pinch’ of behavioral information.
This example summarizes perfectly what we’re trying to say:
My target group:
– is male
– is between 50 and 70 years old
– grew up in England
– is married (twice) with children
– is wealthy and successful in business
– likes to spend holidays in the Alps
– likes dogs
Based on this, it could be Prince Charles or Ozzy Osbourne, as both fit the exact description of the target group. But we’re pretty sure the similarities between them end here.
The fact is that we need more than that to be able to start any kind of relevant conversation. Even more so, if you intend to build a long lasting relationship between your brand and your consumer.
Understanding your target group
Using traditional market research methods, or innovative tailor-made new ways of getting information, we can help you better understand how your target group behaves.
The insights and findings will fuel your marketing strategy and decrease your risk of putting something out there that no one will listen to or care about.
Defining your target group
If you’re not sure about who your target group is, we can help with that too. Or if your target group is too complicated or broad, we can work with you and create your target group segmentation, no matter B2B or B2C.
Segmenting your potential target group will allow you to use different messages and different channels, to be sure you’re delivering relevant content to each of them.
“Research is creating new knowledge.” – Neil Armstrong