Why is a target group analysis essential?
Understanding the needs and preferences of customers is essential for every company.
Without this knowledge, marketing measures will come to nothing and products will not strike a chord with the target group.
A precise target group analysis enables companies to segment their customers, identify trends and develop tailor-made strategies.
But how do you analyze the target group correctly?
There are various methods that can be used depending on the objective and type of company.
Below you can find out which analysis methods are the most important and how to apply them in practice.
7 methods for target group analysis
1st method: Demographic analysis
Demographic analysis is a basic method for segmenting target groups.
It refers to measurable, statistical data about a group of people.
This data includes characteristics such as:
- Age
- gender
- income
- level of education
- marital status
- Occupation
Demographic segmentation allows companies to create a clear profile of their target group and tailor their products or services accordingly.
For example, a luxury goods manufacturer tends to target high-income customers, while a company for children.
2nd method: Geographical analysis
The geographical analysis examines the geographical distribution of the target group.
This is particularly important for companies that operate regionally or locally, but also for international companies that need to adapt their strategies to different geographical markets.
The geographical analysis includes:
- Location (country, region, city)
- climate zones
- population density
- Urbanization (city vs. country)
For example, a company that manufactures winter jackets will design its marketing strategy differently in cold regions than in warm regions.
3rd method: Psychographic analysis
Psychographic analysis goes deeper than demographic or geographical methods. It examines the values, opinions, interests and lifestyles of the target group.
The following aspects are surveyed:
- Personality traits
- Social classes
- Interests and hobbies
- Life goals and attitudes
This type of analysis helps to gain a better understanding of customer motivations.
For example, a fitness company could find out whether their target group is more health-conscious or performance-oriented and adapt marketing messages and product offerings based on this.
4th method: Behavior-based analysis
Behavior-based analysis focuses on the actual behavior of the target group.
This includes aspects such as
- Purchasing behavior (frequency, timing, shopping cart size)
- brand loyalty
- Usage behavior (e.g. how often a product is used)
- Price sensitivity
Using this method, companies can gain valuable insights into the preferences and purchasing behavior of their customers.
For example, an online retailer may find that certain customers frequently buy during sales promotions, which could lead them to develop targeted offers for this audience.
5th method: Surveys and interviews
Market research surveys and interviews are direct methods to gather detailed information about the target group.
They make it possible to ask specific questions and collect qualitative and quantitative data.
With well thought-out questionnaires or personal interviews, companies can find out
- What customers appreciate or criticize about a product
- What needs and wishes they have
- How they make purchasing decisions
These methods often offer deeper insights into the opinions of the target group than pure data analysis.
6th method: Social media analysis
The analysis of social media channels is a valuable method to understand the behavior and preferences of the target group in real time.
Companies can observe:
- Which topics and trends are popular with the target group
- Which content is shared, commented on and liked
- How customers talk about the company or brand
Social media analytics tools can be used to collect extensive data, which in turn can be used to optimize marketing campaigns and products.
7th method: Customer journey analysis
The customer journey analysis examines the various points of contact that a customer has with the company or brand before making a purchase.
The aim is to understand the customer’s behavior along the entire “journey” – from the first contact to the purchase and beyond.
The analysis helps to optimize the customer journey, identify obstacles and improve the customer experience.
Conclusion: Target group analysis as the basis for business success
A precise analysis of the target group is a key factor in the success of a company.
It enables products and services to be better tailored to the needs of customers and targeted marketing measures to be developed.
By using various methods – from demographic and geographical segmentation to psychographic and behavioral analyses, social media monitoring and surveys – companies can draw a comprehensive picture of their target group.
Ultimately, a well-founded target group analysis leads to better decisions and sustainable business success.
Investing in a thorough target group analysis pays off in the long term, as it forms the basis for successful positioning in the market and improved customer loyalty.
More about target groups
- Everything you need to know about a target audience!
- 8 steps to your own target audience analysis
- Why you should do target audience analysis in marketing!
- 8 steps to creating a (buyer) persona
