Målgrupp

Målgrupp, meaning target audience, is the set of individuals or organizations for whom a product, service, or message is intended. The term comes from the Swedish words mål (target) and grupp (group). In practice, the målgrupp is the audience most likely to respond to marketing efforts, communications, or policy initiatives, and it guides decisions about product features, messaging, and distribution channels.

In marketing and communications, defining the målgrupp helps tailor content to the needs and contexts of specific subgroups. Common segmentation criteria include demographics (age, gender, income), geography, psychographics (lifestyle, values), and behavior (purchasing history, brand loyalty), as well as technographics (devices and platforms). In public policy, health campaigns, and social programs, the target group is identified to reach populations with particular information needs or risk profiles.

The process typically combines market research, data analysis, and the creation of personas—fictional representatives of typical target group members with defined goals, pain points, and behaviors. This aids testing of messages and selection of channels, such as digital media, print, or events. Ethical considerations include avoiding stereotypes, protecting privacy, and ensuring accessibility and inclusivity.

Evaluation focuses on metrics such as reach, engagement, awareness, attitude change, or behavior change within the target group, using experiments, surveys, analytics, and A/B testing to refine targeting and messaging. An effective målgrupp definition is iterative, updating with new data and feedback to improve relevance and impact.