When the Ordering Party wishes to focus its operations on one of the selected groups: mothers of small children, (junior) high school students, seniors, etc. When before offering a new product or service to that group the Ordering Party wants to learn about the given group’s beliefs, attitudes, values, consumer behaviour and preferences regarding the product or service type of interest to the client.
Target group research is most often based on IDIs, FGIs and ethnographic research.
Thanks to knowledge about the target group, it is possible to design a product or service well-suited to the world and the needs of a given group. It also allows an effective marketing strategy to be planned. The target group research also indicates the most effective channels of communication with the group as well as the manner of advertising the product/service.