Target Group Machine
Who can, should or must my brand talk to?
The classic way to segment target groups works like this: you look for one or more characteristics (age, consumption intensity, gender …) and sort people accordingly. In other words, you think up boxes. And then you divide people into those.
The advantage: At first glance, this always works.
The downside: How do you know if the people you put in a box really belong together? For example, do “heavy users, male, 45+” really form a cohesive group?
Relevant similarities instead of irrelevant differences.
The Target Group Machine does not look for what separates people from each other, but for what connects them to each other. The algorithm works with up to 400 properties, but instead of forming boxes from them a priori, it determines the combinations that arise all by themselves. Just as people with matching characteristics organize themselves into groups in real life.
Real-life, real-world target groups
All this is provided by the target group machine.