services and methods

Target Group Analysis

A target group analysis focuses the development of a feeling for (potential) users and to be able to differentiate them from less relevant target groups. Qualitative interviews especially support this. The results of the qualitative interviews can later additionally be validated by quantitative interviews.


A typical result of a target group analysis are personas or user roles: figurative models of “typical” users, which show target group specific characteristics and features. They can be used as references during the product development process. Moreover a basic understanding of (potential) users must be available in order to be able to execute further services like for example needs analysis or product tests.