Target group analysis
There are always people behind the dull figures of market research. People who decide to use one service of a certain provider but not another one. It is therefore worthwhile examining the processes of decision-making in detail: What does a product mean to the user in his daily life (usage & attitude)? Which motives lead to a purchase decision and what factors affect this?
We analyse the structure of your existing or potential customers. Be it the visitors of an event, the users of your web site or those watching a TV-show. In order to describe single market segments differentiatedly and to address to through marketing activities target group segmentation is wise. With regard to a target group analysis, a number of criteria can be focused on:
- Importance of single aspects of the offer
- Differentiated analysis of purchase motives and barriers
- Information media used for the purchase decision: print, TV, radio, online
- Effect of marketing activities
- Socio-demographic aspects: age, gender, education, income
- Regional spreading of the target group
