In this article, we are going to discuss Seven Steps to a Successful Target Group Analysis. The most essential factor for market success is the right match between one’s product and those who later use the product or service.
For example, to turn potential customers not only into a website but also into real buyers, you need to find someone who is your main target group. You need to know what these target audiences want, how they will determine their purchase, and how they relate to the service.
It is about connecting with the user. It only works if you minimize it as much as possible before targeting your target audience. Its goal is to tailor the customer approach as accurately as possible to the needs of the target group. So let’s start to discuss Seven Steps to a Successful Target Group Analysis.
Why is the Target Group Analysis so important?
Customer satisfaction is the foundation of entrepreneurial success. To ensure as much customer satisfaction as possible, it is necessary to find details and information about the market for a product or service with the help of target audience analysis.
With this information, the product or service can be tailored to the needs of the target group and addressed through marketing. If the analysis of the target group can be done before product development, the vision will never reach the target group.
Therefore, you need to know who your customers are, for example, the websites they visit or if they log into Google search, you are a big step closer to them. If you know what criteria they use to select and compare products. And you can decide how to build your website or store in terms of content.
Any additional information you know about your target group is invaluable. Here is how to get this information through step-by-step research, surveys, user profiles, and studies. So let’s start a discussion on Seven Steps to a Successful Target Group Analysis.
I. Finding and Defining the Right Target Group
As it is important to understand the people you want to target your product or service. So the first thing to do is to identify the target audience, also called a target group. A target audience is a group of people with similar or similar needs. It is usually defining basis on population and social and economic status. For example, “single women aged 23 to 40 earning a lot”.
In addition to factors such as gender, age, income, or place of residence, details about marital status, education, occupation, and position also play a role. When a person works with a product and the people who buy it in detail, the target audience definition enables the targeted consumer approach and thus becomes more efficient and faster marketing.
The next step is to evaluate the performance of the target group purchase.
II. Exploring the Purchase Behaviour of the Target Group
While the target audience or description of the target group focuses on the social data of individuals, the target group analysis is primarily interested in the lifestyle and behavior of the target group – why they are buying, when, and in what channels. To understand the challenges customers face, you need answers to the following questions:
(1) How can their condition be described? and What unmet customer needs do they still have?)
(2) What is the purchasing motivation for targeted customers? and Who makes or influences the purchase decision?
(3) Where and when do they buy? and What are the shopping waves?
In addition to these questions, it is important to look at the different behavioral characteristics, attitudes, and values of the people tested by the so-called psychographic factors. Awareness of the environment and the use of resources, character traits, product preferences, and consumer habits. For example, while one part of a target group may be more complex, the other may be more open to new things. This variety of user types can better illustrate by continuing to separate the target group and then divide it into different target groups.
III. Connecting with the Customer
But how do you get information about the consumer behavior of your target group? The simplest answer: Just ask them! Whether asking people to participate in quality research or completing simple questions, in most cases direct questioning is the simplest and most effective method (called primary research). Therefore, it is not necessary that a large customer base already exists. In market research, research can only be targeted at people who meet the required criteria and do not represent the intended audience.
If there are no relevant values, which means that when you are at the beginning of your business idea. It is enough to set up and analyze a fraudulent target group. With customer research and adherence to shopping behavior, you gradually learn more about your target group and you can improve the definition of a step-by-step description.
This function is present throughout the company: As user behavior changes rapidly, especially in the digital world, identifying groups and their behavior is also constantly changing. Therefore, targeted group analysis is a dynamic process, which requires subject-specific audience observations.
The following steps take not only to start a new business idea but also to process:
(A) Internal company details: What customer information is already available?
(B) Assessing audience target analysis for the same product.
(C) Conducting quality interviews or surveys.
(D) Internal user testing to eliminate weak points
Current market recognition, trends, and developments
(E) Surveys conducted by managers, co-workers, or contacts
IV. Online Surveys to Address the Target Group Quickly and Easily
After the first users have registered, but only recently, after the first buyers have enlightened, they should be questioned. What are these customers doing during their free time? What do they like besides work and family? Direct research with questionnaires is an opportunity to get more relevant information about the personal reasons for using the product or service and to know your target group.
For a long time, asking customers about the consumer experience was considered a tedious process, as each customer had to be interviewed personally. Nowadays, it is easy to analyze the target group with the help of online surveys. Once a questionnaire generates, it can address all customers. Therefore, it is not only easy to gather ideas and feedback, but also very effective.
When to Use Customer Satisfaction Surveys
If you want to find out how a particular product or service is receiving by your target audience (product response), data gathering from customers who have used it recently. Which bottle and label are the most popular new smoothies? How does an action trailer attract people who frequent movies? The results can use to increase productivity and eliminate potential disability.
In another step, online surveys can be used to improve the overall customer experience: When you do online surveys regularly with your customers, you attract the attention of top consumers and beginners that you have noticed and valued as customers. Not only their level of satisfaction can be tested, but also their unfulfilled expectations of existing products. This will also serve as an investment in the development of new products. Prizes can also give in the form of vouchers or incentives.
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Performance of products and services
What about the performance of products and services? Customers who have been unemployed for some time can answer that question by asking them what they do not like right now and what can be done to get them back as customers.
The most reliable customers are also important in building long-term customer relationships. To measure this, it is a good idea to ask the average users of your service or product separately:
What do you like? What needs to be changed? And what should happen next? When customers understand that they are important to you and can make a difference with their response, they are usually willing to answer questions in detail.
You can dig a little deeper, for example by asking about a story that ultimately led to product use:
(A) How did you research potential vendors?
(B) And how did you choose?
(C) What hindered or delayed the purchase decision?
Those queries that can be postponed continuously will provide more details as well as how your product fits with the target group and in what way. After all, the goal is to give potential buyers exactly what they want.
V. Designing Questionnaires
Online test tools are especially good at asking specific questions to your target group. The good news is that you can anonymously analyze not only the opinions of your customers but also those of potential customers or competitors.
Regardless of whether you want to test your most trusted customers or get a general answer about a particular product.
Three key factors should be considered when designing a questionnaire:
(a) Ask clear, concrete questions and not too many questions: Respondents should be able to better understand what is at risk and answer specific questions. Incorrect questions lead to inaccurate and vague answers. Also, accurate questions are easy to answer and therefore delight participants.
(b) Select a sample large enough: To achieve statistically valid results and reduce error tolerance, the sample should be between 500 and 1,000 participants.
(c) Eye contact with the intended audience: The content of these questions should not be duplicated; questions should be neutral and written in the target language.
When Planning questions, it is also important to choose them according to the location of the application. So, you should know what you want to achieve with the survey. The following questions are an example of questions to measure customer satisfaction:
(i) Find that how happy are you with the brand x product in all?
(ii) Please provide reasons for satisfaction or dissatisfaction.
(iii) How would you rate the (business) relationship with company x / brand x as a whole?
(iv) Also how often did you contact company x / brand x with questions or complaints during the past year?
(v) Were your questions or concerns answered appropriately?
(vi) How satisfied are you with the answers or suggestions for solutions given to you by brand x?
(vii) How happy are you with the customer service of brand x / company x overall?
(viii) If you have additional suggestions or criticisms of customer x / company x customer service, you can call them below.
(ix) And how likely is it that you recommend x (product/company/product) to friends, colleagues, or relatives?
(x) How do you come to this conclusion?
(xi) Most important factors in purchasing.
Also, you may ask specific questions about the products or services of the product or company. You can inquire for complete satisfaction with products, quality, price, price performance, offer or choice, product features, etc.
Also, an interesting question to ask might be whether customers will re-use the product or company or recommend it to others. If study participants are not existing clients, but only clients, the following questions may be asked:
Que.- Which of the following are the two most important factors in purchasing products/services from companies’ x / brand x for you?
Command: Please select 2 answers.
B: Product Features / Conditions
D: Product / Service Benefits
E: Value for money
F: It is possible to adapt to my needs
G: Presentation and selection
H: One more thing, namely: open input
– What is your general view of x (product/company/product)?
– How do you like x structure (product/product type) as a whole?
– How likely is it that you are looking at x (product/company/brand)?
– Also how likely are you to buy a product from category x (industry) in the next few weeks?
VI. Conducting Qualitative Surveys Using Free-Text Responses
To get the highest quality of response, you should submit open-ended questions to surveys. Similar to focus groups, this quality study uses free text fields where participants can enter their responses in their own words. Contrary to some of the previously mentioned methods described in other types of questions, you may find information that you may not have thought of yet.
In addition to the personal status of the product, it is also possible to find out how customers use the product. Are there difficulties? What content and activities are not used? What’s so appealing, what’s not? Participants may also be asked to take a photo or video showing the use of the product (e.g. photo of their kitchen).
Especially when it comes to analyzing the perspective of the target audience, open-ended questions work well. When several statements are compiling, a distinct view of needs and requirements arises.
Free text queries can then provide valuable insights into new developments and existing products.
As a rule, open-ended or obscure text questions are a form of a survey, because on the one hand, relying on conscientious and dedicated participants, on the other hand, you have to evaluate the results for their quantity and individual responses.
When researching online testing tools, however, answers are available directly in digital form. Results can show, for example, with the help of voice clouds, for systematic tests and open-ended questions.
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VII. Creating User Profiles of Target Group Representatives
More information can get from various surveys between customers and non-customers, which must be analyzes, evaluates, and presents. The purpose of this analysis and test should be to create user profiles. User profiles can help us understand the wishes and needs of the target group.
A benefit profile can create for each target group (or each target group). Whether real or imagined, each user profile (or consumer persona) receives the name, age, function, and other important features such as what the user will expect from the product or service. Thus, an anonymous target audience becomes “human”.
It is important to feed these user profiles over and over again with the latest information from personal interviews or tests and to keep them up to date. Because the clarity of the user profile is clear, you will be able to quickly surprise and refresh your audience. After that, it will very quickly become a strong attraction for consumers.
Targeted group analysis is not the basis for any effective marketing strategy. By updating the profiles of the target group (with more basic research) you can improve the product strategy and product value in the long run.
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