Determining the target group is one of the most important strategic prerequisites for successful brand positioning and communicative marketing of the brand. We approach the relevant target group via internal data sources, desk research, netnography and qualitative and quantitative primary research. We are interested in socio-demographic data and facts, but above all in the expectations and goals as well as needs and motives of the target group. We work with the target group in person and digitally, in conversation and in online communities that we set up specifically for your target group and its needs.

Once the target group has been defined, it can be transferred into personas to make it tangible for all employees and to stage it along the entire customer journey at every relevant customer contact point.