targetGroup

Target group refers to the specific subset of a population that a product, service, or message is intended to reach. It is a central idea in market segmentation and positioning, helping organizations allocate resources and tailor offerings. The target group is distinct from the broader market or general audience; it is defined by characteristics that make members more likely to engage, purchase, or benefit from the offering.

Target group identification relies on segmentation variables. Common categories include demographic factors (age, gender, income, education), geographic location, and psychographic attributes (lifestyles, values, interests). Behavioral data such as purchase history, brand loyalty, occasion-based needs, and readiness to buy are also used. For business-to-business contexts, firmographics like industry, company size, and role within an organization are relevant.

The process typically follows research, segmentation, targeting, and positioning. Market research analyzes customer needs and competitive dynamics, segmentation divides the market into groups, and targeting selects one or more groups to focus on. Positioning then defines how the offering should be perceived by the target group and informs product design, pricing, distribution, and messaging. Profiles or personas are often developed to embody the characteristics of the target group and guide decision-making.

Applications include product development, advertising campaigns, pricing strategies, and channel selection. Metrics such as reach, engagement, conversion rate, and customer lifetime value help assess whether the target group is effectively served. Ethical considerations include privacy, non-discrimination, accessibility, and transparency in data use.