How you can carry out, understand and implement a target group analysis

How you can carry out, understand and implement a target group  analysis

The most important foundation for your marketing is knowing exactly who your customers are. This includes knowledge of their problems, their challenges and needs. To find out, you can do a target group analysis. I explain exactly how this works in my post.

Many companies make the mistake of taking the target group too large and then you cannot create and submit an offer that is exactly tailored to a defined target group, but have to make general arguments.

Narrow down the target group
Your target group is primarily defined by a common problem, which you can ideally solve for them. One principle always applies to narrowing down a target group:

The smaller the better!

After all, every marketing measure can then be carried out in a more targeted manner.

The following questions will help you to carry out the target group analysis and to narrow down your target groups precisely:

Where do your customers live?
How old are you?
How much do you earn?
What are you interested in?
What are they working
Do you have a family?
etc.
Target group analysis example :

A tutor could put it in a somewhat simplified way: My target group are people between 12 and 19 who have weaknesses in school and are looking for support. You live in the east of Stuttgart and go to school.

Everything starts with understanding the problem
Knowing who to address is only half the battle. To really understand customers, you need to know what common problem they share. The point here is not just to name the problem, but to analyze more precisely what drives people.

The right questions are therefore very important for target group analysis:

What is the exact problem that you can solve?
How is your target group currently solving the problem?
How satisfied is your target group with the problem solving?
What emotions are associated with it?
To be successful in your marketing , you should have a clear answer to these questions. Only when you really understand your potential customers and their needs will you be able to target them in a targeted manner.

Let’s take a look at the target group analysis example based on the tutor:

If you hire a tutor, the primary problem is quickly clear: the academic performance is not at the level you would like it to be. However, the goal of achieving better performance quickly and effectively cannot be achieved without help.

However, a purchase decision is not only about openly formulated wishes and needs, but also about hidden emotional motives. Therefore, you should know the motives of your target group as precisely as possible.

The following motives could be decisive for a purchase decision of your target group:

Desire for financial gain / career
Fear of loss or of missing out
Comfort, enjoyment and convenience
Safety and Protection – Avoiding Pain
Pride, status and recognition
Society, love, affection
Target group analysis – purchase decisions
How to put a target group analysis into practice
Now it is a matter of putting the target group analysis into practice. In the first step, you could conduct a survey.

This can be achieved by using a questionnaire or online form. Please do not skip this step. Even if you believe that you know and understand the wishes and needs of your customers, you will gain new insights that are very important for further work.

But if you already have a customer list, you can proceed a little differently:

Then the online variant is usually the fastest and easiest way. There are easy-to-use tools with which you can quickly create a survey, currently for example Google Forms, SurveyMonkey or Crowdsignal. You can set up the online survey in less than an hour and invite your customers to take part in the survey.

For halfway reliable results, at least six people should always be interviewed.

If, on the other hand, you are planning a new company or project, there is another interesting option for you:

You can find a lot of information in competitor customer reviews. Assuming you want to open a clothing store, you can search for similar stores, including in other places, and their Google ratings. With a product idea, you simply look for comparable products or previous solutions to the same problem. Amazon reviews are helpful for this.

The target group analysis checklist should help you to ask the right questions:

The questions about the hard facts (age, occupation, place of residence, etc.)
Customer groups can only be formed on the basis of these questions. However, the questions can vary greatly from industry to industry.

What is particularly important to you when it comes to [topic]?
This question examines the motive associated with the topic.

What is your biggest challenge or concern when it comes to [topic]?
In this way you uncover the needs or even the suffering of your customers. You can include the answers to this question in your offer later.

How are you currently solving this challenge?
The answers give you tips on other possible solutions.

What are your wishes or your ideal of how things should go with [topic]?
This question triggers requirements, wishes or even dreams and longings in the customer.

Why did you choose us? Which factors were decisive?
Why is your customer doing business with you? The price is often overestimated by companies, while completely different factors, which had not been considered, were decisive for the decision. A question that can be very helpful for later communication.

In your opinion, what are we doing particularly well?
With this question you can better assess your strengths. As you hone your profile later, you will need to build on your strengths. It is therefore important to ask specific questions about it.

What words would you use to recommend us to a friend?
This question is my favorite question. The answers can often be used to create a pattern that you can use almost one-to-one in your advertising copy.

What can we do better?
Although this question is not directly related to the next steps, it gives you tips on how to optimize your offer. You also make people feel that their opinion matters.


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The evaluation of the survey
Once the survey has been conducted using the target group analysis checklist, it is time to evaluate the results. Ideally, you will now have the questionnaires of 20 people in a written survey. If there are fewer answers, the results are unfortunately less reliable.

Note : In my experience, the work I am now describing works best when really using pen and paper. These tangible results release more thoughts in many people than when sitting in front of a screen. But of course this work can also be done digitally.

So how do you evaluate a questionnaire?

Evaluation step 1: The first impression
In the first step, you should read the collected answers carefully. This gives you an initial overview and a very good feeling for what drives your customers. At the same time, you notice how and whether the surveyed customer groups differ from one another.

Evaluation step 2: Form the customer groups
If you have several customer groups, sort the answers, e.g. B. according to age, marital status or the respective customer needs.

Evaluation step 3: Mark the keywords
In the next step you have to mark the keywords in the text. The best way to do this is to use five different colors, one for each

The current behavior in solving the problem
The challenges
The psychological strain
The wishes and dreams
The strengths
Evaluation step 4: Group the keywords
In the next step, you summarize the keywords on PostIts and stick them on flipcharts or simply on a white wall. Then you group the PostIts thematically.

Are there topics that are mentioned frequently in all customer groups?
Are there any points that only individual customer groups have named?
In such a case, you have to open a separate area on your flipchart.

Evaluation step 5: The targeted prioritization
With your collection of topics, you now know what is important to your customers. Sort the topics within each customer group according to importance. What is most important, what is a little less important? You can even remove items that have only been mentioned once and that do not belong to a clear topic group.

Evaluation Step 6: Summarizing
Finally, you summarize the results. For each of the five most important topics, write in your own words what is important to your potential customers. Also, think about the emotions that you may have just read between the lines. Go through the list of emotional buying motives from this chapter again and think about what works for you.

After you have evaluated the survey results, you should now have a systematic overview of what moves your customers. All of the insights can now serve as the basis for all of your marketing.

The definition of the target audience
Now is the time to narrow down your audience. Take a closer look at the first part of the survey results and, if necessary, look again at your customer list.

With the contrast of all these results, write a short text, narrowing down your target audience as much as possible, describing their characteristics and naming the problem that you can solve for them.

If you have achieved all of these, you will have a solid foundation for your further marketing efforts because you finally know who to target your marketing at.

 

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