Target group research: steps, tips and examples (2023 update)

Published on 29 June 2023. Last updated on 29 June 2023.

A company's success hinges on understanding its target group. Whether you are developing a product, designing a website or launching a marketing campaign, knowing your target group is essential for success. You can do this by conducting target group research. In this article, we will take a closer look at what target group research entails, why it is important, how it can be applied in user experience (UX) and the methods and challenges involved.

1. What is target group research?
2. The benefits of target group research
3. The role of target group research in UX
4. Variants of target group research
5. Methods for conducting target group research
6. Examples of target group research
7. When do you conduct target group research?
8. Preparing and conducting target group research
9. Analysing, interpreting and reporting on target group research
10. Common challenges in conducting target group research

Want to know more? Download our free sample research report.

Download free sample research report
 

A target group research is a process of gathering information about a specific target group with the aim of better understanding their needs, motivations, behaviour and preferences. It is a systematic approach to gain in-depth knowledge about the people for whom a product, service or campaign is intended.

Within UX research, target group research is conducted using quantitative and qualitative research methods. Quantitative research focuses on collecting statistical data and measurable facts, while qualitative research focuses on understanding the opinions, attitudes and perceptions of individuals. By using different research methods and techniques, marketers and designers can get a complete picture of their target group.
 

There are numerous benefits to conducting UX research. Below, we list some of the benefits of conducting target group research for you:

1. Better decision-making. Conducting target group research allows you to validate assumptions, allowing you to make decisions based on facts and insights rather than gut feeling. This allows you as a company to make decisions that are in line with needs and expectations of the target group, significantly increasing the chances of success.
2. More effective communication. By understanding your target group, you can better tailor your message to their language, interests and needs. You can think about the tone of voice in marketing campaigns, but also about the type of content you put on your website. This allows you to increase the engagement of your target group and achieve better results.
3. Improved product development. Developing a good product hinges on understanding your target group. By carrying out target group research, you will get a picture of who your target group is and what they need, so that you can develop a product that fits them seamlessly.
4. Competitive advantage. Although target group research is becoming more regular, many companies have yet to start doing it. So by getting started with target group research, you can gain a competitive advantage. This is because it helps you understand your target audience and develop products or services that really add value.
    

Target group research plays a crucial role in the user experience (UX) design process. By conducting target group research, marketers and designers can create products that are user-friendly, enjoyable and valuable to users. To achieve this, they need to understand the needs, expectations and preferences of the target group.

Target group research in UX involves identifying key user groups, understanding their goals and tasks, and gathering feedback on existing products or prototypes. These insights are used to optimise design, solve problems and create a seamless user experience.
 

As you may have noticed, the definition of target group research is very broad, which means that a target group research can take different forms. Below, we list the most common research variants of target group research for you:

• Persona research. This focuses on identifying different segments within the target group. A persona is drawn up for each of the segments, which forms the basis for drawing up marketing statements.
• Needs research. This type of research focuses on the needs, wishes and preferences of users from the target group.
• Concept testing. In concept testing, one or more concepts are presented to users to determine what users think of them.
• Prototype testing. Prototype testing examines the extent to which users are able to use the prototype, as well as identifying areas for improvement.
• Usability research. In user testing, an existing website or app is tested with users from the target group in order to identify areas for improvement and the extent to which it meets users' needs and expectations.
   

There are several methods that can be used when conducting a target group research. The choice of method depends on the research questions, budget, time available and the specific context of the study. Here are some commonly used methods:

1. Surveys. Surveys are a popular method of collecting quantitative data. By using standardised questionnaires, large amounts of data can be collected and analysed.
2. Interviews. Interviews offer the opportunity to gain in-depth insights through direct interaction with individual respondents. This can take place face-to-face as well as via telephone or video conferencing.
3. Focus groups. Focus groups consist of a group of participants discussing specific topics under the guidance of a facilitator. It is a valuable method to explore opinions, perceptions and group dynamics.
4. User tests. Usability testing focuses on observing how users actually use a product or service. By having users perform tasks and observe their interactions, weaknesses and areas for improvement can be identified.
    

Performing target group research? Use our examples or the sample research report for inspiration. These include sample questions for interviews, focus groups and surveys.

• Download example personas (incl. fill-in template)
• Download example questions target group research (focus on needs)
• Download example questions target group research (concept testing)
• Download example user test script
   

Target group research can take place at different times in the development process, depending on the stage a project is in. Here are some guidelines on when to conduct target group research:

1. Exploratory phase. In the initial phase of a project, target group research can be used to get a general idea of the target group and their needs. This helps identify opportunities and set the right direction for the project.
2. Validation phase. In the validation phase, the target group research is used to validate concepts, designs or prototypes with the target group. This helps identify any problems and make adjustments before the product is launched on the market.
3. Optimisation phase. In the optimisation phase, target group research is used to improve existing products or services based on user feedback. This can help identify bottlenecks and discover opportunities for further improvement.
    

A successful target group research requires careful preparation and execution. Here are some steps you can follow:

1. Define your research questions. Define clear research questions you want to answer with the research. This will help you maintain focus and collect relevant data.
2. Identify your target audience. Determine within which segment you want to conduct the target group research. For this, you can use demographic data, behavioural criteria, user behaviour or other relevant criteria.
3. Choose the right methods. Select the research methods that best fit your research questions and available resources. Combine quantitative and qualitative methods for a more complete picture.
4. Develop research tools. Prepare questionnaires, interview guides, user test scripts or topic lists for conducting the research. Spend enough time on this and make sure you avoid guiding questions as much as possible to avoid influencing the results.
5. Conduct the survey. Invite participants to participate in the survey and conduct the survey. Decide in advance whether you want to conduct the survey online, on-site or hybrid. Recruit respondents with a specific profile? Then consider conducting online research to facilitate recruitment.
    

After collecting the data, it is important to analyse, interpret and report it. Here are some steps you can follow:

1. Data analysis. Organise and analyse your data to identify patterns, trends and key insights. Use automatic transcriptions and annotations in qualitative research methods. Use statistical methods in quantitative research. Consider using a platform like User Sense to speed up the process.
2. Interpretation. Evaluate the results and draw conclusions based on the data collected. Identify key findings and insights relevant to your target audience.
3. Reporting. Compile a report describing the main findings of the study. Present the information in a clear and understandable way, using graphs, tables and quotes to support your points.
    

Experience shows that conducting target group research can present several challenges. We detail the common challenges and solutions for you below:

1. Sample size and representativeness. Getting a sufficiently large and representative sample of your target group can be a challenge. Ensure a careful selection procedure and use statistical methods to ensure representativeness.
2. Respondent recruitment. Recruiting respondents often proves more difficult than expected. Therefore, make sure you start early or consider having User Sense recruit the respondents from your target group.
3. Bias and subjectivity. Make sure you are aware of possible biases and subjectivity in the survey. Take measures to minimise these, such as asking neutral questions and avoiding leading information.
4. Interpretation of data. Interpreting the data collected can be challenging. Before you start, make sure you have thought of a good approach. It can be useful to enlist the help of experts when interpreting complex data.