TARGET GROUP &
CLUSTER ANALYSIS

Without fully understanding your target group and their needs, your measures and campaigns will miss your actual audience, which can lead to considerable and unnecessary budget losses. We can happily advise you in getting to know your (potential) customers, so that you can address your target group in the future.

Who is your core target group? How do they make purchasing decisions? What added value do they expect from your services?

Our Answer

Knowing who your core target group is, what they want, how they make purchasing decisions and what added value this target group expects from your own services is the most important factor for success in the market.
The goal should therefore be to tailor the approach to one’s target group as precisely as possible to their needs.

The foundation of entrepreneurial success is customer satisfaction. To ensure this, it is necessary to find out detailed information about the market for a product or service with the help of 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 best understood and addressed through marketing.

  • Find out who your core target group is
  • Precisely understand your target groups and their characteristics
  • Get to know the needs of potential customers
  • Divide your target group into customer clusters and address them specifically

A successful marketing strategy is based on content that meets the needs of the respective target group. However, without knowing the concrete needs of potential customers, it is difficult to actually create relevant content.

Through the knowledge of lifestyles, needs and buying behavior, content can be tailored to the target group and developed for potential customers in different phases of the customer journey. The challenge here is that your target group consists of people and prospects with different needs and buying motives, which usually cannot be reached by only one approach.

Therefore it makes sense to divide your target group into smaller clusters. These should be as homogeneous as possible among themselves, whilst differing  as possible in comparison to the other clusters, in order to sharply distinguish them from each other.

Your Benefits
  • Identification of the target group and their needs by collecting comprehensive insights
  • Success in the market by addressing your own target group precisely
  • Better campaign ROI through targeted customer approach
Our methodology

Target group analysis

There are many efficient methods to get to know your target group better. The combination of secondary data research, quantitative online surveys and qualitative research methods (e.g. expert interviews, in-depth interviews, group discussions, workshops) has proven particularly effective.

If data on the target group is already available, we are be happy to include it in the evaluation.

Cluster analysis

Since a target group generally consists of people and interested parties with different needs and buying motives, we recommend, in addition to the broad target group analysis, a narrower subdivision – into more homogeneous subgroups, so-called clusters. The following applies: a formed cluster should be as homogeneous as possible within itself, but at the same time differ as much as possible from the other clusters.  This procedure enables an even more targeted customer approach and lower wastage.

As a result of the analysis, you receive a data-supported description of the target groups as well as recommendations for action based on this for optimal addressing.

Personas

In order to develop an even deeper understanding of your target groups, we are also happy to create representative personas that help you to put yourself in the shoes of your customers or to understand their behaviour even better.

Examples from previous projects