Target group analysis

All too often, we lose sight of external factors and believe that we know everything about our target group or that our audience is roughly the same as ourselves.

Target group analysis is a useful tool for companies and organisations that want to get their message across. A greater awareness of the needs and wishes of different target groups can make your communication more effective.

A target group analysis can also be performed to get a benchmark measurement of existing perceptions about a business area, for example, or a brand.

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Mattias Falk

5 tips on target group analysis

Here are Westander’s 5 tips on target group analysis.

1

Decide how the results will be used

Start by formulating clear purposes for the analysis. Possible purposes include making internal and external communication more effective, or developing your own organisation. Draw up a concrete list of the changes that the analysis will contribute towards. You can then use this list to devise the structure and questions for the analysis.

2

Take a benchmark measurement

Draw up a quantitative survey in which you ask a few clear questions linked to your brand and your main message. Formulate the questions so that the measurement can be used in PR work to highlight what you want to achieve. By testing the survey on a selection of target group members, you can reduce the risk of misunderstanding and lack of clarity in the questions and response alternatives.

3

Conduct interviews

Individual interviews with key people will give you a deeper understanding of how the company or organisation is perceived. Use these interviews to get to the bottom of any lack of clarity around the benchmark measurement. Let the interviewees be anonymous. This will increase your chances of hearing important critical comments.

4

Hold focus groups

A focus group provides the opportunity to bounce different opinions and perceptions off each other. Firstly, allow the participants to share their free associations on the subject. This can provide important and sometimes unexpected ideas to follow up on. Continue with precise questions on, for example, how the brand is perceived, what could improve perceptions of the brand and how you can best reach out to the target group with your communication.

5

Draw up an action plan

Summarise the results from the surveys in a brief report. What are the consequences of the target group analysis for your communication? Draw up a concrete, chronologically structured action plan for communication that is more adequately adapted to the target group. Ask the same questions from the benchmark measurement survey every year to measure the effect of your work.