målgruppe

Målgruppe is a term used in Nordic languages to denote the subset of the population that a product, service, or message is intended to reach. In English, it is often translated as “target audience” or “target group.” The concept is used across various fields to focus efforts and resources on the people most likely to respond.

In marketing and communications, the målgruppe guides decisions about features, messaging, and channels. It also applies in product development, media planning, education, and public communication, helping to align goals with the needs and preferences of specific groups.

Defining a målgruppe usually involves market segmentation across several dimensions. Common factors include demographic aspects such as age, gender, income, and education; geographic location; psychographic attributes like values, interests, and lifestyle; and behavioral indicators such as prior purchases, brand loyalty, or media consumption. Data sources include surveys, analytics, interviews, and focus groups. Personas—fictional profiles that summarize a målgruppe—are a common tool to communicate and test ideas.

Example: a budgeting app might target adults aged 25–45 with an interest in personal finance, primarily in urban areas, who use smartphones and value simplicity. This helps tailor features, user experience, and marketing channels to relevant users.

Ethics and inclusivity are important considerations. Defining a målgruppe should avoid reinforcing stereotypes and respect privacy. Groups can be refined or expanded as products evolve, and attention to accessibility and inclusion helps ensure broader usability.