kohtaryhmä

Kohtaryhmä is not a standard Finnish term; it is likely a misspelling of kohderyhmä. In Finnish, kohderyhmä means the target group—a set of people a product, service, or message is intended to reach. The term is used across marketing, communications, public health, and program design to guide planning and evaluation.

A kohderyhmä is defined by characteristics or needs that make the offering relevant to them. Defining the group helps tailor messages, select communication channels, and allocate resources efficiently.

Common criteria for kohderyhmä segmentation include: demographic (age, gender, income, education); geographic (region, urban versus rural); psychographic (values, attitudes, lifestyle); and behavioral (purchasing history, usage, loyalty). Methods include market research, surveys, analytics, segmentation analyses, and the creation of personas.

Process: identify objectives, gather data, analyze segments, select target groups, develop tailored content and channels, and test outcomes. Ongoing monitoring ensures the kohderyhmä remains accurate as markets and audiences evolve. Ethical considerations include privacy, informed consent, and avoiding overgeneralization or exclusion of potential users.

Examples include public health campaigns targeting adolescents or parents, consumer advertising aimed at practical shoppers, and public services designed to meet the needs of specific resident groups.