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Target Group Selection
2 hours
User rating:
(10 Votes)
Target Group Selection helps you to identify customers who have similar needs and preferences. The target group is the actual audience to which your business will sell its products and services.
The Target Group Selection tool provides a checklist and a form to help you identify your target market. Different forms are available for B2C and B2B settings. Download the B2C and the B2B examples to see how the tool can be applied in practice.
How to use

Target Group Selection helps you to define your target market. This tool can easily be used by yourself, it does not require help from an expert. To create a clear definition of your target group, you have to focus on two aspects: demographics and psychographics.


  • Demographics focus on the who – it gives insights on who is buying.
  • Psychographics focus on the why - what makes people behave the way they do.


Depending on whether your target market is customers (B2C) or businesses (B2B), you need to focus on different criteria:




  • Age
  • Location
  • Gender
  • Income
  • Education
  • Occupation
  • Ethnicity
  • Marital Status
  • # of Children



  • Personality
  • Attitudes
  • Values
  • Interests
  • Lifestyle
  • Behaviour




  • Maturity
  • Location
  • Sector/industry
  • Size
  • Public or Private
  • Products & Services
  • Company structure 



  • Company Culture
  • Attitude
  • Values
  • Interests
  • Lifestyle
  • Behaviour



The Target Group Selection tool gives an overview of all criteria to consider when defining your target market. You don’t have to fill in all criteria. First focus on two core criteria to define your target group. Next choose one to three secondary criteria to further specify this group.

Downloads and Examples may currently only be available in English.