Target group research: steps, tips and examples (2024 update)

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.

What is target group research?

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 UX 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.

The role of target group research in UX

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.

Variants of target group research

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.
• Consumer 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.

Methods for conducting target group research

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.

Examples of target group research

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

• 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

When do you conduct target group research?

Target group research can take place at different times UX Research and 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.

Preparing and conducting target group research

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.

Analysing, interpreting and reporting target group research

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.