målgruppenenten

Målgruppenenten is a neologism used in marketing and product development to describe an approach that treats the target group as a single, coherent entity rather than as a collection of subsegments. The concept emphasizes aligning product strategy with broadly shared needs and behaviors to streamline decision-making and reduce fragmentation in design and communication.

Origin and usage: The term has appeared in Nordic marketing discussions and practitioner blogs since the early 2010s. It is not part of formal marketing theory and has no single canonical definition; interpretations vary, with some using it to critique overly granular targeting, while others see it as a practical shorthand for staying customer-focused.

Principles and practice: Core practices associated with målgruppenenten include identifying universal needs across subgroups, prioritizing accessible and clear design, and validating concepts with representative users who reflect the broad audience rather than narrow personas. Implementation examples: A mobile app designed using målgruppenenten might emphasize intuitive onboarding, consistent navigation, and helpful in-app guidance to appeal to a wide user base.

Critique: Critics argue that the approach risks oversimplification and underrepresenting minority or niche segments. It can encourage generic solutions that fail to address important differences. Proponents argue that it helps avoid scope creep and ensures core value delivery.

See also: Related concepts include target audience, buyer personas, inclusive design, and mass customization.