målgruppsidentifikation

Målgruppsident, or target group identity, is a term used primarily in Scandinavian marketing and communications studies to describe the self‑defined characteristics of a specific consumer segment that a product, service, or message is intended to reach. Unlike broader demographic segmentation, the målgruppsident focuses on the psychological and behavioral traits that give the group a recognizable identity within a particular context.

In practice, the målgruppsident is constructed through market research tools such as surveys, focus groups, and data analytics. Companies identify not only age, gender, income, and geographic location but also lifestyle choices, media consumption habits, values, and social narratives that shape a group’s collective self‑image. For example, a luxury watch brand might target a målgruppsident characterized as “successful professionals who value craftsmanship and exclusivity” rather than simply targeting high‑income individuals.

The concept is useful for tailoring marketing messages that resonate with the group’s identity, creating relevant content, and choosing appropriate distribution channels. It also informs product development by highlighting features that align with the group’s self‑perception. However, målgruppsident analyses must avoid stereotyping and ensure that identity claims are based on empirical evidence rather than assumptions. Ethical considerations arise when targeting vulnerable populations or when the identity descriptors reinforce social divisions.

Overall, the målgruppsident approach helps firms create more focused, persuasive, and socially aware marketing strategies that acknowledge the nuanced identities of their audiences.