Target Group

Analysis and
Personas
26.02.2020
Founders Lab – Creative Industries
Brainstorming

Why do we need a
specific target
group?

Target Group Analysis 26-Feb-20

Approach

Defining Early Developing

Segmentation
Target Market Adopters Persona

Target Group Analysis 26-Feb-20

Example

snap n ride

Target Group Analysis 26-Feb-20

How to get to your
segmentation:

Verifying
Who could Describing
economic
benefit? Target Group
attractiveness

Target Group Analysis 26-Feb-20

Different Target Groups

● B2B
● B2C
● B2G
● B2B2C
● User

Target Group Analysis 26-Feb-20

Exercise

●Who could be interested in our product?

●Who could benefit from our product?
 Think further than the target group you already have
in mind!

Target Group Analysis 26-Feb-20

Segmentation description
● Geographical: country, density of population, region
● Socio-demographical: gender, age, education
● Socio-demography of a company: Industry, number of
employees, revenue per year

● + desicion maker: hierarchy level, responsbility, department,

gender, age, education

● Psychographical: Lifestyle, mindset, personality

● Psychography of a company: company culture, brand
● Behaviour: information behaviour, purchase behaviour
Target Group Analysis 26-Feb-20
 Sinus Milieus für Österreich (Quelle: Integral.co.at)
26-Feb-20
Exercise 2

Categorise the interested groups/people into segments.

Target Group Analysis 26-Feb-20

Criteria for Target Market

● Size of segment
● Purchase power
● Intensity of competition
● Accessibility
● Relevance of problem for segment
 Iteration is key
Target Group Analysis 26-Feb-20
Exercise 3

What segment might be the most attractive?

 Assumptions

Target Group Analysis 26-Feb-20

Early Adopters
Provide feedback
Early revenue
Experience is determining whether the
majority of the population will accept
Word-of-mouth marketing – well (Diffusion of innovation, Everett Rogers, 1962)
conected Target Group Analysis 26-Feb-20
Exercise 3

Who is your early adopter?

Target Group Analysis 26-Feb-20

Personas

„Die Persona beschreibt eine Identität in all ihren Facetten. Die

Persona zeigt neben psychosozialen und demographischen
Aspekten auch die Werte und Einstellungen eines
Menschen. Dazu greift man bei der Erstellung einer Persona
auch auf die Ansätze aus Sinus Milieu und sozialem Milieu
zurück.“ (Gabler Lexikon)

Ziel: Produkte und Services bauen, die von der Zielgruppe

gewollt und gebraucht werden!

Target Group Analysis 26-Feb-20

What picture do you have in your
mind?
Male
Lives in a large city
Rich
Older than 65
Married
Divorced
More than 2 children

Target Group Analysis 26-Feb-20

We continue
tomorrow…

Bring your Persona

and writing case!

Target Group Analysis 26-Feb-20