This refers to the angle from which the analysis will be approached.

For example, your goal may be to: Create

Define your goal, take the time for this, because based on the goal you can determine whether certain questions and information are relevant for your target group analysis. For example, if you want to know more about your potential customers, you ask yourself questions such as: Who would buy my products? What characterizes them?

When the goal is to measure the satisfaction of existing customers, it concerns questions such as: What do our customers think of our products? Why do they think that? Is there a relationship between the characteristics of customers who give a high or low rating?

In the second step, you examine what you need to know to achieve your goal and where you could collect this information. You do this by formulating main questions and sub-questions. To help you on your way, there are a number of categories of data with associated main questions and sub-questions.

Data related to age, gender, family composition. Also called personal data.

Matching questions:

These characteristics mainly have to do with the topographical location of your target group.

Related questions:

Social economic data is about the place on the social ladder from a social and economic point of view.

Related questions:

Psychographics are generally people’s opinions. Examples of these characteristics are:

The level of involvement:

The degree of product, ownership and use:

The nature of the product use:

Differences in moments:

The degree of awareness of your product/service:

The attitude of your target group towards the type of product:

Buying intentions:

Buying behaviour:

When you have completed the second step, you now have a list of questions for your audience analysis. Next, it is important to consider the sources that are needed to obtain the data.

Below are some examples of resources you could consult:

Finally, important online sources where you can learn a lot about your target group:

Google Analytics is a tool that we want to emphasize because it can tell you a lot about your target group. Here you can get concrete numbers of the demographics, interests, geography, behavior and even the technology your target audience is using. See an example below:

From this data you can extract information about how interested people are in your website and break it down into segments by age, country, gender and much more.

You can learn a lot about who your target audience is from the visitors to your website. Do you want to perform extensive target group analysis via Google Analytics? We are specialized in this and can help you further. Call us on +31 (0) 85 130 24 37

Now that you have determined which sources you will consult to answer the questions, it is time to get started. Consult the resources and gather as much information as possible that can answer your questions. Be sure to summarize the key data you find as you consult the various sources.

The information has been collected and summarized. Conclude your findings by answering your questions with the knowledge gained. Finally, you state in the discussion how the target group analysis could be even more extensive, for example by consulting additional sources that have not yet been included. Also describe why certain sources were not included and which questions were omitted.

Example of a target group analysis – source: Webinar

A persona is a generalization of a target group in a person. Check out the image below:

This technique is often used to describe target groups.

Would you like to know more about target group analyses?

This article is a mix of our own knowledge and the sources below. Here you can find more information about making a target group analysis.

Do you have any questions about making a target group analysis? Leave a comment below or contact us at the number or email address at the top of your screen!