FIELDS OF RESEARCH / TARGET GROUP INSIGHTS

We use intelligent target group analyses and in-depth customer insight approaches to offer the whole spectrum of target group research.

Hardly any field of research has such a strong influence on the marketing strategy and requires such an extensive instrument as target group research. To divide target groups strategically into segments, one must understand the customer and his/her unique characteristics, yet still also assign a label to his/her individuality that he/she shares with like-minded people.

Target group analysis / Consumer insights

Basis of strategic market segmentation

Intelligent target group analysis makes it possible to address customers based on their potential, needs and expectations and to define relevant market segments for marketing. To select the ‘right’ segmentation criteria from the sea of different possibilities, sensitive analytical work must be carried out in advance alongside intensive collaboration. Our research identified the following:

Psychographic segmentation

Psychographic segmentation based on personality traits and attitudes is usually carried out before a qualitative phase which identifies types of demands that differ in terms of product requirements, usage needs and usage motivations.

Segmentation approaches

Segmentation approaches that consider only sociodemographic (B2C) or firmographic (B2B) criteria seldom lead to results that influence behaviour, due to the fact that need structures are almost always at odds with sociodemography and/or firmography.

Psychological behavioural differences

Every psychographic segmentation should reflect real behaviour (e.g. purchasing behaviour, purchasing history, sales category) and be able to psychologically explain differences in behaviour. Effective and specific measures can thus be defined for individual target group segments, and customers who have not yet been assigned to a segment (e.g. new customers) can easily be assigned to one.

Depending on the question and the framework conditions, we make analytical decisions about which methodology procedure it makes sense to use. In practice, however, this may mean having a cluster analysis accompanied by upstream factor analyses and validating discriminant or variance analyses, for example.

In general, we find the best of all possibilities.

Consumer insights

Development insights for the future

Consumer insights let us recognise the hidden drivers behind visible purchasing behaviour. Our insight research uses psychologically based methods to analyse purchasing motives, values and customer expectations in regard to products and services. The research field, which is specific in every respect, always has an individually developed solution that is guided by our experience:

Critical incident approaches

In the case of experience-based approaches for services which are currently not being used, critical incident approaches are recommended in narrative interviews.

In-depth interviews

In-depth interviews are ideal for analysing the detailed purchasing process.

Participatory observations

Participatory observations and other ethnographic models are useful when it comes to understanding the proximity to a user scenario.

Group and individual explorations

Finally, group and individual explorations should also be used in combination when comprehensively analysing motives.

Psychological analyses explore your customers’ value systems and needs structures in order to refine the arguments regarding benefits. The insights gained are then directly integrated into your product development. Trend-setting innovations, specific improvements and clear positioning are the result.

Consumer insights are the secret to long-term sales success: Tomorrow’s ideas arise out of customer perspectives.

Target group insights

Current cases

Impact of physical brand surfaces

Good question: To what extent does the external appearance of a brand, i.e. its physical brand surface, influence the image and performance...

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b2b market research at C-Suite level

b2b market research at C-Suite level (e.g. CEOs and CFOs), i.e. market research decision-makers, is notable for its multiple challenges.  But what makes...

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Measuring retailer satisfaction correctly

Researching retailer satisfaction is a specific subtype of b2b market research, as retailers often have a very ambivalent relationship with companies whose...

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PUBLICATIONS / CASE STUDIES

Selected specialist publications

Key Questions

How well is a company prepared in regard to strategic fields like digitalization, data protection, CSR or agility? In times of disruptive...

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C-Suite Customer Journey

Customer relations in the B2B top segment stand out due to their special complexity and sensitivity with high customer value. With quantitative...

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Brand identities that go beyond just high-gloss images

Large sums of money are invested in image campaigns to give a brand a unique, unmistakable image. But what happens when the...

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