Use design thinking to understand target groups

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If you want to successfully offer a service or product, you have to know your target group. Besides the creation of Customer Personas, market research and playful methods to define the target group is also the Design Thinking approach very effectively. Thus, through the process you sharpen the focus and find the ideal customers.

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What actually is Design Thinking?

At Design Thinking each process is examined for three factors before it is initiated. We consider the Technology for the creation of a product and their feasibility, the Economic efficiency of production and the Attractiveness for the customer. All three factors help determine whether a product is considered an innovation or is in low demand in the marketplace.

For your own products, you naturally want to achieve the highest possible attractiveness. That is why Marketing professionals first assemble a team of their own experts, who will from all disciplines come. You can also keep open the option of bringing in external specialists.

Segmentation variables for target group analysis
Characteristics for analyzing the target group (Image: trade

A typical design thinking team around To find out target groups Can be used from Marketing and sales experts, Sociologists, Market researchers, Computer scientists, Designers and many other experts consist. Impetus is sought for the design and manufacture of the product and image. This is to arouse the interest of the customer. The interdisciplinary cooperation Ensures that diverse opinions are heard and incorporated to inform development.

What does design thinking mean for your marketing?

To find target groups for your products and your company, marketing experts usually create so-called personas. These are exemplary PROFILE of customers for whom the product is targeted. Initially, it is not a question of whether these people have a need for the product. Because this Need is still being created and will be intensified in the follow-up.

A customer persona is created relatively simply in the brainstorming session, because fundamentally only one Archetype be created. An example would be a 40-year-old woman, mother of two, single parent, running the household on a middle income. For her typical interests and needs set. For example, she likes products that last a long time, are intelligently designed, but fit her ecological lifestyle.

You can use the profiles to determine whether the Customer Persona Interest in your product has, or your company has components from Customize product and distribution needs to make it attractive. So if you urgently want to sell your product to this one persona, you can do the Adapt marketing to them. In turn, of course, it is also possible to identify a persona that shows interest in the product without making any changes.

At Design Thinking both ways are possible. The free exchange of experts allows your designers to think "outside the box" and develop different virtual or physical prototypes that will enhance the Customize desired product to the users. This also allows you to develop an initial roadmap for marketing. You determine whether you can reach your persona via FacebookTwitter, but also on the way to work, in print advertising, via radio, TV or giveaways.

The process of idea generation

For the implementation of a Design Thinking Process companies often plan for several weeks, it may be the Product or around the Marketing rotate. Different models lead to different solutions.

Most popular is the six-step examination of the situation.

Step 1: Understand

Problems are revealed, for example, the question of why a product has so far failed the Addressed the wrong target group and thus has not sold. About Mindmaps the first terms that can be linked to it are identified. The marketing team brings in experts and creates a shared workspace, usually digital.

Step 2: Observe

The Everyday life of your target groups differs from a theoretical model. For example, if you want to advertise regionally, you should use the Region know. Where is your advertising placed, where can people buy your product here and who stays in this environment? How are products presented and what is really needed? For step two research the experts on site and online.

The 6 steps of design thinking for target group analysis
The design thinking process (Image:

Step 3: Compare (Point of view)

All members of the team gained experience and observed possible personas. Through a Compare and visualize the impressions an overall picture can be grasped. Questions, dialogue and the clarification of contradictions help later on in the Storytelling address potential hurdles for customers. 

Step 4: Ideas

Initial ideas are evaluated according to the three factors Economy, people and implementation collected and listed. As many ideas as possible in mind maps, Brainstorming and lists represent options that flow into the final implementation. At this point, the experts notice if they have left out important topics during the observation. Also Problems in the implementation are coming into focus.

Step 5: Prototype

Whether product or Campaign, it is now time for the team to Feasibility and to focus on the goal. Because it takes time to create or adapt a product. So does finding and defining the target audience. The prototype of a concise advertising campaign, for example, can consist of quickly created Motifs, a Marketing mix or virtual models exist for the presentation. In this step, the target groups are also defined by Personas created and the Campaign tested on them, but without already bringing in customers.

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Step 6: Tests

Does the customer understand the product? Can he operate it? Does he find it attractive? In dialog with the target group, through Online surveysThe effect can be observed in product tests, market research or test advertisements. If your intended target group is interested in the product, the Design thinking process completed and the advertising can go live.

Thorit: Your marketing experts with an eye for people

At Thorit we have focused on Ideas and solutions specialized, which are ideally received by your target groups and thus increase sales. Contact us and learn how to optimize your marketing and attract new customers.


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