We communicate a rational but intellectual understanding of consumers through our reports, charts and language. An intuitive and illustrative understanding we communicate through our target group films. Or by visiting consumers accompanied by clients.
It certainly makes sense to consider very thoroughly what you expect to get out of the target group:
- Motives. Products and brands are solutions for specific need constellations in certain situations. For instance, an extremely successful food product fully corresponds to the needs of mothers at midday: children love it and it gives the mother a good conscience with respect to healthy nutrition (altruistic pole), whilst the convenience it offers benefits activities beyond the mothering role (egoistic pole).
- Lifestyle. A modern appearance is essential for a brand. What better place to assess the target group's taste than within the four walls it lives. A puristic relaunch might then be inadvisable if we discover deer antlers, angels, display cases and porcelain ensembles in the homes of your regular users.
- Receptivity moments. The question is increasingly raised about the best moments to reach the consumer with a brand message. Through ethnographic research we find out that one target group can only be reached via postcard stands in front of the record shop, another one only when forced to wait at a bus stop.