Methods & Tools

Target group engine

New target groups for a world without borders.

Target groups for modern world

Once upon a time, the world was simple – boxes everywhere you looked: old, young, poor, rich, conservative, liberal, traditional, innovative, newspaper readers, moviegoers, TV viewers, men, women, singles, families, … and everyone fit in well and with pleasure. In such a world, target groups are easy to define.

But what happens in a world where there are hybrid consumers, variable personality images and freely definable identities? The liquid person in a liquid society does not fit into any box. How do you come up with target group definitions?

It’s good that the target group machine exists.

Target groups without preconceptions – the target group machine:

The idea is obvious: If prefabricated boxes no longer work, then you just have to leave them out. The “Target group engine” developed by us is an algorithm. It analyzes large amounts of data generated from potential and / or existing customers. Many more properties can be included than the box properties mentioned at the beginning. In fact, more than 400 target group characteristics have already been evaluated in the beta version. Possible characteristics that can be used: Usage behavior, brand preferences, willingness to switch, attitudes, living and ownership status, party political preferences but also any “exotic” characteristics – if you want the shoe size, the use of suspenders, the willingness to complain …. and, of course, the “normal” demographics.

The result: target groups as realistic as never before.

With the target group engine, target group definitions are created that have three advantages at once:

  1. By combining many characteristics, target groups are created that correspond to real life. No clichés, but multifaceted, identifiable target personalities.
  2. The quantitative approach allows these target personalities to be extrapolated to the population. So you can easily identify the business potential behind each target personality.
  3. For realistic personalities, you can develop better products and better communication. Do the self-test: Would you rather develop products and/or campaigns for the target group “seniors”. Or rather, for the target personality, “The aging grouch who doesn’t like bells and whistles, listens to the radio a lot, prefers cooking to going to restaurants, and values personal service.”

Talk to the doer:

Thomas Walter
CEO/Managing Director
+49 211 936706-77


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