Kohdeetuuksia

Kohdeetuuksia is a Finnish term used in marketing and user research to describe customer statements that illustrate the benefits of a product or service for a specific target group. The phrase combines kohde (target) and etuuksia (benefits), yielding “target benefits” or “targeted advantages.” While not a formal standardized concept in all markets, kohdeetuuksia are commonly employed to tailor messaging and storytelling to the needs and language of a defined audience.

In practice, kohdeetuuksia are carefully selected or crafted quotes, anecdotes, or short case summaries from customers, users, or stakeholders. They are intended to address the priorities and pain points of a specific segment—such as professionals in a given field, parents in a certain demographic, or organizations of a certain size—and to demonstrate how the offering yields relevant value.

Collection and use typically involve interviews, surveys, or written feedback, with attention to authenticity and consent. The testimonials are then paraphrased or quoted with proper attribution where allowed, and may be complemented by context like the customer’s role and situation. Ethical considerations include accuracy, privacy, and avoiding misleading representations.

Limitations include potential selection bias, overgeneralization, and the risk of misalignment with broader customer experiences. Kohdeetuuksia should supplement, not replace, other forms of evidence such as quantitative data, case studies, and market research.

Related concepts include customer testimonials, case studies, and value proposition messaging.