Communicatiewensen

Communicatiewensen is a Dutch term that refers to the preferred characteristics of communication as expressed by individuals or groups. It encompasses the preferred channels, tone, level of detail, timing, and content that people want organizations or media to use when informing, persuading, or engaging with them.

In market research and public communication, identifying communicatiewensen helps tailor messages to audience needs and improve effectiveness and trust.

Elements include channel preference (email, SMS, social media, in-person), frequency and timing, language and tone (formal vs informal), level of complexity, and emphasis on transparency, privacy, and accessibility.

Methods to gauge communicatiewensen include surveys, interviews, focus groups, or analysis of engagement metrics; these insights are used to design communication strategies, customer journeys, or public information campaigns.

Challenges include diversity within audiences, rapidly changing technologies, the risk of over-segmentation, and the need to balance consistency with customization while safeguarding privacy and accessibility.

The concept is primarily used in Dutch-speaking contexts and appears in studies of customer experience, government communication, and organizational communication.