Target Group Analysis

Target Group Analysis focuses on developing a feeling for current and potential future users and defining them in contrast to less relevant target groups. Qualitative Interviews work well for this approach. The results of these interviews can be supplemented and supported by Quantitative Surveys at a later date. Once the applicable target groups are found, their characteristics are then recorded in the form of Personas and prepared for further use in the process. Target Group Analysis usually forms the basis for User Needs Analysis and User Testing.

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Target Group Analysis makes it possible to focus the Requirements Analysis for a product on actual and potential future users, thus developing a deep understanding of users and their needs and wishes. The target group is also a pre-selection of users for future surveys and user tests, which secures well-founded feedback and ideal results.