Target group — more than just a buzzword.
In many market research projects, the target group is quickly defined: “Our customers are between 30 and 50 years old, keen to spend money, and digitally savvy.” At first glance, this description seems sufficient. But is it really?
Often, we only scratch the surface. The crucial question is not just who the customers are, but:
- What motivates them?
- What do they expect?
- What are they afraid of?
Because target group does not mean a uniform mass. Target group means people with context.
An example:
An online shop for outdoor equipment. One customer is planning a multi-day trekking tour, another is looking for a weatherproof jacket for walking the dog in the morning. Both belong to the same target group, but their needs, decision-making criteria, and expectations of the shopping experience differ significantly.
CX studies focus precisely on these differences. On the stories behind the answers. On the motivations behind the data points. Only when companies understand why their customers have certain expectations can they create offerings that truly convince them.
That’s why we at TEMA-Q focus on depth. The “deep dive” into the customer experience.In our interviews, we don’t just listen, we ask specific questions. Our evaluations go beyond traditional categories: we don’t just code “satisfaction” or “dissatisfaction,” we capture the underlying motivational structures and expectation patterns.
Because if you really want to shape customer experience, you need more than just target group definitions. You need target group understanding.
Take a look at our LinkedIn profile at https://www.linkedin.com/company/tema-q/ to gain exciting insights into the world of customer and employee experience in the future.
If you have any questions about these or other topics, or would like a live demo version of ClaralytiX via video conference, click here to make an appointment or contact us.
Kotler & Keller, Marketing Management, 2016
Lemon & Verhoef, Understanding customer experience throughout the customer journey. Journal of Marketing, 2016