Why socio-demographic data alone is not enough
An often-cited example from marketing shows how limited the view of purely socio-demographic characteristics is:
Prince Charles and Ozzy Osbourne are both male, the same age, married, fathers, wealthy and live in England. From a purely socio-demographic perspective, they appear almost identical. And yet their interests, values and consumer behaviour could hardly be more different.
This example shows: Age, income or place of residence are only part of the overall picture. If you want to reach target groups, you have to go deeper and understand their attitudes, lifestyles, interests and media use.
The first step: systematically defining and segmenting target groups
We start every target group analysis with key questions such as:
- Which specific target group should be reached?
- Are there different segments within this target group?
- Which channels and media are particularly relevant and stimulate purchases?
- Where is the target group located geographically?
This structured approach forms the basis for an effective and efficient communication strategy.
A practical example:
A specialist sports shop appeals to very different customer segments. From the ambitious marathon runner to the occasional outdoor traveller. Without clear segmentation, messages would lose relevance and scatter loss would occur.
From the target group to the specific segment: example "marathon-affine"
Let's take a closer look at the segment of people with an affinity for marathons. This target group is characterised by a particularly high level of commitment to their hobby. They train regularly and attach great importance to quality.
Our database shows:
Over 1.05 million people in Germany go jogging several times a week, consciously pay attention to high-quality equipment and regularly invest in their hobby (b4p). But this is not where the analysis ends. We also understand
- which media this target group uses
- which channels they find particularly stimulating to buy
- where they shop and which brands are favoured
- and where they are geographically located - down to a micro-geographical level
This turns an abstract target group into a clear, realisable picture.
The decisive factor: the combination of data and geo-intelligence
A successful target group strategy is not only based on the question of who the target group is - but also on the question of where it is located and how it can be reached most effectively.
By combining comprehensive target group analysis and geo-intelligence, target groups can be precisely defined, geographically localised, reached across all channels and efficiently activated.
Would you like to get to know your target group better? We can show you the potential of our data.
Feel free to contact us!